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In an age of conscious travel, the priorities of Kiwi holidaymakers are shifting. Booking.com’s 10th annual Sustainable Travel Research reveals a growing desire among New Zealand travellers to make more meaningful connections with the places they visit — and, importantly, the people who call those places home.
Seventy-two percent of Kiwi travellers now want their travel dollars to directly support local communities, and Booking.com is reshaping its platform to meet that demand.
Melissa Ellison, area manager of New Zealand at Booking.com, says the company is deeply focused on helping its partners make a positive impact.
“We help our accommodation and attraction partners on Booking.com move toward sustainability by giving them tailored advice based on their unique setup, location, and what they’re already doing,” she explains. “Using a detailed survey, we get a clear picture of their property and then recommend third-party certifications that suit their needs.”
She emphasises that the support doesn’t end with a survey. “Along the way, we share practical tips and resources to help them improve in key areas like saving water and energy, reducing food waste and plastic use, and building stronger connections with their local communities. We also offer plenty of learning tools—from online courses (developed with UN Tourism) to guides and a sustainability handbook—all available through our Partner Hub.” she says.
This hands-on approach is part of a bigger shift in the industry. Travellers are no longer content with surface-level “green” initiatives. They want tangible ways to give back. Booking.com now highlights accommodations that meet strict third-party sustainability certifications. This transparency helps guests make choices that align with their values.
“The research shows that sustainability remains important to 72% of Kiwis and they want to make choices better for the planet when they travel—they just need those options to be easy to find,” says Melissa. “That’s why Booking.com highlights properties that display sustainability certifications and credentials, helping people choose stays that align with their values.”
To earn these recognitions, properties must obtain a valid certification from trusted global or regional bodies. “Some examples include Green Globe, EarthCheck, Green Tourism, Green Key (FEE), EU Ecolabel, GreenSign, and Sustonica (for short-term rentals),” she says
It’s a strategy built around visibility and accessibility. Melissa says that Booking.com is committed to integrating sustainable practices not just at the destination level, but across the entire travel journey.
“Our mission is rooted in making travel better for people and the planet, by preserving the places that make travel special in the first place,” she says. “We’re committed to helping travellers find more sustainable options and making it simple to spot them on our platform.”
“So far, more than 22,000 properties globally have already received third-party sustainability certification that’s visible on Booking.com.” But Booking.com’s commitment doesn’t end at the front desk.
“And it doesn’t stop at where you stay,” Melissa says. “On the transport side, we offer electric car rentals in 114 countries, hybrid cars in 117, and electric pre-booked taxis in 95 cities. We’re also expanding public transport options, now available in over 100 cities, to make getting around more sustainable too.”
In New Zealand, our unique cultural and ecological landscape creates fertile ground for what Booking.com sees as the next phase of sustainable travel: regenerative tourism.
“In Aotearoa, the Tiaki Promise encourages responsible and respectful travel that protects the environment, respects culture, and enhances the wellbeing of local communities,” says Melissa “Among the emerging trends we foresee in sustainable tourism is regenerative tourism—the approach that seeks to leave destinations better than they were found. It embodies the core principles of the Tiaki Promise by going beyond preservation to help actively restore our local environments while travelling.”
Another shift is the movement away from seasonal tourism surges. Overcrowding, cited as a concern by 26% of Kiwi travellers, is being addressed by promoting travel during off-peak or shoulder seasons.
“Travelling during the off-peak seasons is not only cheaper but also reduces pressure on ecosystems, infrastructure, and local communities,” says Melissa “This approach encourages more considerate tourism, bringing long-term benefits than short-term strain.”
