Sustainability
Leave it better: the rise of community-conscious travel
Women want their spend to matter. Sustainability now means people, not just carbon.
By Jamie Lutz · September 2026 · 5 min read
Brand-ready travel brief
- Audience
- Women travelers · Sustainability
- Headline signal
- 93% — of global travelers want to make more sustainable choices
- Prepared by
- Jamie Lutz, MBA · jamieleightravels.com
Moves for your brand
- ✦Partner with local women artisans, guides and chefs.
- ✦Tell your community story on-site and online.
- ✦Offer experiences where guest spend clearly stays local.
93%
of global travelers want to make more sustainable choices
73%
want their money to go back to the local community
69%
want to leave places better than when they arrived
A broader definition
Booking.com's 10th annual sustainability research (32,000 travelers, 34 countries) found that for the first time, more than half of travelers (53%) are conscious of tourism's impact on communities as well as the environment. 73% want their spending to support locals.
Why it resonates with women
Women-led travel communities consistently prioritize authentic connection — meeting local women, artisans and makers, and supporting women-owned businesses. Impact is part of the story she shares.
Make it visible
Most properties already do good work but never tell it. Local sourcing, artisan partnerships, fair employment and community programs are powerful content — and a booking reason.
For brands & hotels
- ✦Partner with local women artisans, guides and chefs.
- ✦Tell your community story on-site and online.
- ✦Offer experiences where guest spend clearly stays local.
- ✦Earn and display credible third-party certifications.