Sustainable travel is fast becoming part of how Malaysians plan their trips. According to Trip.com Group’s 2026 Sustainable Travel Consumer Report, 93.5% of Malaysian travellers say sustainability is important when making travel decisions, and close to three in four (73.8%) are intentionally choosing more sustainable options.
To help turn that intent into action, Trip.com has launched My Travel Impact, a new feature in the Trip.com app that brings travellers’ more sustainable choices across hotels, flights and rail together in one dashboard.
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What Malaysian Travellers Told Trip.com Group
The report is based on a survey of 8,777 respondents across 29 markets in four regions. For Malaysians, the issue is personal: 81.0% say they have had to adapt their travel plans because of extreme weather.
When asked why they choose more sustainable options, Malaysian respondents pointed to three main reasons:
- A sense of environmental responsibility (77.5%)
- Preserving destinations for future generations (63.3%)
- Supporting local economies and communities (57.5%)
The Gap Between Intent and Action
Good intentions do not always make it to the booking page. Higher prices remain the most common barrier (40.0%), followed by limited sustainable travel options (32.0%) and inconvenience (29.3%).
Travellers are also asking for help. Some 85.5% of Malaysians say more sustainable travel offerings would influence their choice of booking platform. The most wanted features are sustainable travel tips (62.3%), clearer sustainable travel labels (49.0%) and AI-powered recommendations (36.5%).
How Trip.com’s My Travel Impact Works
My Travel Impact gives users a snapshot of the more sustainable choices they have made through Trip.com. It draws on three parts of the journey.
1. Certified Sustainable Hotel Stays
The dashboard counts nights stayed at properties carrying Trip.com’s Certified Sustainable label, which is based on recognised third-party certification.
2. Lower-Emission Flights
Where comparable data is available, it shows the estimated emissions avoided by choosing lower-emission flight options. The figures use the Travel Impact Model recommended by Travalyst.
3. Rail Instead of Driving
For train journeys, it estimates the emissions saved by choosing rail over a petrol car, again where comparable data is available.
By bringing together information that was previously spread across different travel products, My Travel Impact makes it easier for travellers to understand the difference their choices make.
“Making travel a positive force for the world it connects is a shared responsibility, and the travel industry has a vital role to play in preserving the places, nature and communities that make travel meaningful for generations to come,” said Jane Sun, CEO of Trip.com Group.
“At Trip.com Group, we believe every journey can make a difference, and we are working to make sustainability part of the travel experience — from lower-carbon transport and certified sustainable stays to helpful information, personalised recommendations and tools such as My Travel Impact,” she added.
Sustainable Travel as a Richer Experience
Malaysian travellers see greener choices not only as a responsibility, but also as a way to get more out of a trip. More than half (54.0%) believe exploring nature and outdoor destinations would enhance their travel experience, while 48.8% point to experiencing authentic local culture.
Wildlife or nature conservation activities (35.0%) and destinations with fewer crowds (32.0%) also hold strong appeal. It fits the wider shift towards quieter, cooler escapes, as seen in the rise of the coolcation travel trend among Malaysians.
Industry Partners Behind the Data
Trip.com Group works with industry partners including the Global Sustainable Tourism Council (GSTC) and Travalyst to support credible certification and consistent emissions information. Responsible travel guidance from organisations such as WWF also helps inform the practical tips it shares with travellers.
What It Means for Malaysian Travellers
The survey suggests the will is already there. What travellers need now is better information at the point of booking, and tools that make greener options easier to find, compare and track. With price and convenience still the biggest hurdles, features like My Travel Impact are a useful step in making sustainable travel feel practical rather than aspirational.
Read the full findings in the Trip.com Group 2026 Sustainable Travel Consumer Report, or catch up on Trip.com’s outlook for Malaysian tourism.
