Sustainable in everyday life, careless on holiday: Germans display a clear behavioural gap when travelling

At home, we diligently sort our rubbish, take quick showers and shop mindfully. Yet as soon as we arrive at our holiday destination, different rules seem to apply: Towels are changed daily, more food ends up on our plates at the buffet than we actually eat, and when shopping, impulse counts for more than any thought about packaging or origin. Our representative study shows just how big this difference really is – and why it concerns us all.

We are visitors – in a different environment, a different culture, often in regions that are already suffering from the effects of tourism. And it is precisely where sustainable behaviour would matter most that many of us disregard our usual standards: 69 per cent of Germans describe themselves as sustainable in their everyday lives – but on holiday, that figure drops to just 56 per cent. A third openly admit to behaving in a less environmentally conscious way on holiday than at home.

Holidays as a free pass – even for a guilty conscience

Where does this behavioural gap come from? The respondents themselves point it out: a lack of infrastructure at the holiday destination is the most commonly cited reason – for example, no recycling bins nearby or no clear rules for waste separation. Close behind are emotional motives: the desire to treat oneself, and sheer convenience, as practical solutions are favoured whilst on holiday. Three in ten say outright that they do not want to concern themselves with sustainability issues whilst on holiday. The unease about their own behaviour is quite palpable – more than half of those who admit to being less sustainable whilst on holiday therefore sometimes feel guilty.

This behaviour is particularly noticeable among younger travellers: among Gen Z (aged 16–31), 39 per cent admit to behaving less sustainably whilst on holiday – a higher proportion than the overall average of 31 per cent.

What would really help

However, the study also highlights specific areas for action. 44 per cent of respondents would behave more sustainably if hotels offered incentives – such as discounts for reusing towels. More than a third would like practical tips on sustainable behaviour whilst on holiday, and just as many would be motivated by more affordable sustainable options. Respondents do not see the responsibility as lying solely with themselves: hotels, tour operators and booking platforms are also clearly seen as having a duty to act.

Small decisions, real impact: “Sustainability on holiday doesn’t have to be perfect. Every single traveller who takes a shower just one minute shorter, avoids using a takeaway cup or opts for a vegetarian meal makes a difference. Ultimately, it’s not about making sacrifices during the best days of the year, but about the sum of many small decisions: If each individual acts a little more consciously, this creates a real impact when taken as a whole – without holidaymakers having to compromise on their travels,” explains Nina Hammer, travel expert at HolidayCheck.

Basis for analysis

The data used is based on a nationally representative online survey conducted by Media Market Insights in collaboration with the market research institute KANTAR, in which 1,0001 people aged between 16 and 69 took part between 24 April 2026 and 4May 2026.

Please note that this report reflects the situation as at the time of its publication on 24 June 2026.

You can see the full data (only available in German) via the following link: https://newsroom.holidaycheck.de/nachaltigkeitsstudie-2026

Note: For the sake of readability, the masculine form has been used in some places in the text; nevertheless, the information refers to people of all genders.