What it means for short-term rental owners & managers

The 2025 Booking.com Travel & Sustainability Report marks a significant milestone – a full decade of research into how travellers perceive and act on sustainability. With insights drawn from over 230,000 travellers across 35 markets over the years, this annual report is both timely and crucial for understanding the evolving relationship between travel and sustainable tourism.

At EnviroRental, we’ve followed this journey closely. In fact, we have already covered the 2023 and 2024 editions, offering focused perspectives for our short-term rental community. Now, it’s time to unpack the 2025 edition, which brings a new level of clarity and urgency to the conversation.

This year’s report shows a clear shift. Travellers expect sustainability to be part of their experience more than ever before. They are mindful of the impact of their trips on both the environment and local communities.

For short-term rental owners and managers, this brings a clear opportunity to align with these values. We have carefully reviewed the full report and filtered it into action points that are particularly relevant to your STR business. Let’s get into it.

1. Community awareness is rising

“For the first time, more than half of travellers (53%) are now conscious of tourism’s impact on local communities as well as the environment.”

Sustainability is no longer just about the environment. Travellers today are equally concerned about how their stay affects the people and places around them. They’re looking for businesses that respect and support the local community. So, when you think about sustainability, don’t stop at emissions or waste management. Look at how your property fits into the broader social and economic landscape.

To respond to this shift, make sure your ESG strategies and climate action plans go beyond environmental issues. Include goals or initiatives that support the local community and economy. Whether it’s hiring local staff, recommending small businesses or engaging with neighbourhood initiatives, build these into your plans. We’ll explore practical ways to do that as we move forward in this analysis.

2. Local resident concerns are real

“Respondents were surveyed not only about how they travel — but also about their experiences with inbound visitors in their own communities… offering insight into tourism’s benefits and challenges… Areas of concern include: traffic congestion (35%) — littering (30%) — overcrowding (29%) — rising cost of living.”

The 2025 report provides a fantastic, ground-level perspective from the people who live in the places we host our guests. For the first time, we have data showing what locals are most concerned about: traffic congestion, littering, overcrowding and rising costs.

As a short-term rental business, the goal is not to market yourself as a low-impact choice solely for the sake of it. It’s to take serious, sensible steps that actually align with the needs of the neighbourhood you’re part of. Here’s how you can get started.

• Encourage guests to use public transport by including clear, easy-to-follow information in your digital guidebooks.
• Set guest limits that match your property size and context. Smart occupancy tools can help automate and simplify this.
• Partner with local waste initiatives. Even small steps like providing sorting bins or directing guests to nearby recycling points can make a difference.
• Install noise monitoring tools to ensure peaceful stays for guests and neighbours alike.

Noise complaints are a common issue in vacation rentals, particularly in urban settings. Rent Responsibly has data to suggest that noise accounts for approximately 75% of neighbour nuisance complaints. Installing noise monitoring devices helps you manage guest behaviour effectively by alerting you when noise levels exceed set thresholds. This proactive management tool allows you to address potential disturbances before they escalate into serious complaints, demonstrating your commitment to maintaining a peaceful community.

3. Only 16% of residents want visitor caps

“More than half of locals (57%) are positive about tourism’s impact where they live and only 16% of locals believe that capping the number of visitors is the answer.”

Let’s look at what this really means. Most locals are not against tourism. Only a small fraction (16%) feel that limiting visitor numbers is the solution. What they really want are smarter, more thoughtful ways of managing tourism in their areas.

This is where your approach as a STR owner or manager makes a real difference. The way you run your property should clearly show that you’re part of the solution, not the problem. That means not shying away from supporting local wellbeing and community balance wherever possible. Here are a few actions you can consider.

• Invest in or promote local initiatives, like neighbourhood clean-up drives or heritage walks led by residents. Even better, join in occasionally or share photos with permission on local Facebook groups or WhatsApp communities.
• Partner with community-run cafés, markets and artists. Let the business owners know you’re recommending them. They’ll appreciate the gesture and are more likely to see you as a positive contributor.
• If you donate a percentage of revenue or enable guest donations, consider a simple “Giving Back” section on your listing site or digital guestbook to show who’s benefiting and why it matters locally.
• Attend or support local meetings or resident forums, if available, even just to listen. Showing up matters more than saying the right thing.

And if sustainability is something you truly care about, there’s another way to contribute. At EnviroRental, we work hard to make sustainability education and tools accessible for everyone in the short-term rental space. We publish insights like this for free, so there are no barriers to action. If our work has helped you, and you’d like to support us in continuing this journey, we’d really appreciate it. You can contribute through our JustGiving page. Every bit of support helps us grow and reach more hosts and property managers like you.

4. Top 3 desired community investments

“Desired areas of investment: improved transportation (38%), waste management (37%), environmental conservation (32%).”

What more could we ask for? Locals have clearly pointed out the areas where they want to see improvement, and that makes our job easier. Instead of guessing, we now know exactly where to focus our efforts to build better relationships with the communities in which we operate.

A) Improved transportation (38%)

Like most things in life, it is all about balance and finding what works for your business. We are not saying that offsetting is all bad, it can have its place and have real benefits for communities and in sequestrating carbon emitted. Think of it as one tool in your sustainability toolbox but not as a panacea to fix all your business carbon footprint issues. It is certainly not a ‘get out of jail card’ whereby you offset and then make no other changes within your business to reduce your emissions.

• As property operators, we’re not here to build new metro lines, but we can make existing systems easier to use and reduce friction between guests and local routines.
• Share clear, practical public transport info in your guidebook. Consider bus timings, metro access, last-mile options and app suggestions.
• Highlight peak commute hours to help guests avoid crowding public transport during local office rush, school times or holidays.
• Include a simple section on local parking rules and driving behaviour, especially if you’re in a residential neighbourhood. If your property is close to sensitive zones like schools, hospitals or religious sites, add a note about being mindful of noise and respecting any signage or local quiet hours.
• If you have an EV charging point, mention it clearly. It’s a value-add for guests and shows your property is thinking ahead. It could even open up new booking opportunities.

B) Waste management (37%)

Waste remains one of the biggest friction points in areas with high tourist activity. But managing it well doesn’t have to be complicated, especially for your guests. Start by keeping things simple and clear.

• Use visual signage like symbols, icons and colours work better than long written instructions. Place them near bins, in the kitchen and even on fridge doors for quick visibility.
• Include basic waste rules in your guest guide and in visible spots like the kitchen and bathroom. If your locality has older plumbing, let guests know not to flush toilet paper or other waste, and explain alternatives.
• Don’t make recycling or composting a task. Use easy-to-understand sorting systems and show guests that doing the right thing doesn’t take extra effort.

And if you want to go one step further, consider partnering with waste-reduction initiatives like Vacation Donations, helping reduce leftover groceries, unused items and other waste. Guests often leave behind supplies they can’t take home. Such platforms provide guidance and donation tips for guests and hosts alike. You can even add their info to your digital guide to make participation seamless.

C) Environmental conservation (32%)

• Preserving natural spaces is just as important to locals as it is to today’s conscious travellers. Guests want to explore, but they also want to know how to do it responsibly. This is where your property can offer real guidance. Start by making it easy for them to enjoy nature without harming it.
• Let guests know there’s no need to bring plastic bottles for hikes or day trips. Offer refillable water bottles or show them where the refill stations are inside your property.
• Share a short list of nearby nature walks, reserves or parks with guidelines clearly included in your digital guide. Guests often appreciate this kind of local insight. Include simple reminders like “stick to marked trails” and “don’t feed or disturb wildlife.”
• At your property level, make eco-friendly swaps that show you’re walking the talk: refillable toiletries, eco-certified cleaning supplies, no single-use items.

5. What today’s guests expect from your property

Now we shift to the traveller’s side of the story. The 2025 report makes it clear: guest expectations are evolving fast. How you respond to these expectations will set you apart. Let’s break down what today’s conscious traveller really values and what you can start doing about it.

A. Guests want their spend to support local (73%)

Guests are looking for reassurance that their stay is helping the local economy. One of the easiest ways to align with this is by sourcing your welcome basket from nearby artisans or vendors. Think handmade goods, small-batch snacks or regional products. We also recommend creating digital guides or PDFs that promote local cafés, restaurants, farmers’ markets or cultural experiences. If possible, co-create it with those businesses. A small donation to a local charity from each booking goes a long way, and your guests will appreciate it.

B. Sustainability is a top priority (84%)

We’ve said this a million times, and we’ll say it again – sustainability is no longer a bonus feature. It’s what guests are actively looking for. If you haven’t explored our free Sustainability Roadmap yet, we highly recommend you do. It guides you through exactly where to start, regardless of the size of your business.

C. Mindful habits are now mainstream

Guest behaviour is changing. In 2020, 43% of travellers said they turned off the AC or heating when they weren’t in the room. By 2023, that number rose to 67%. One simple thing we recommend is installing a smart thermostat. It automatically adjusts the temperature when guests are out, so even if they forget to switch things off, your property is still saving energy in the background. It’s a quiet upgrade, but it makes a big difference over time. Not just for the environment, but also for your energy bills.

D. Visitors respect local culture and support small businesses

According to the report, 53% believe visitors respect local traditions, and 54% believe they support local businesses. Most guests want to do the right thing; they just need a bit of help knowing what that looks like. We recommend including a simple “Know Before You Go” section in your digital guidebook that covers cultural norms, local dos and don’ts, and perhaps a few useful phrases in the local language. Keep it light and respectful.

E. Overtourism is a real concern

39% of travellers now seek advice on off-season travel. 36% choose less popular destinations to avoid crowds. This opens up a big opportunity if your property is located away from major tourist hubs. Even if your property is in a popular tourist area, opening it up to a new market like digital nomads or remote workers during the off-season could actually do the job. Suggest activities and businesses that operate year-round so guests still feel supported and inspired.

F. Travellers want to leave places better (69%)

A growing number of guests want to make a positive impact through their travels. A simple way to encourage this is by offering a “leave no trace” checklist. You can also invite guests to take part in local clean-ups or donation drives. Include this information in your post-checkout message or your welcome kit. 

Final thoughts from EnviroRental

The 2025 Booking.com Travel & Sustainability Report brings forward a decade of data and compresses it into one message: sustainability in tourism is becoming personal, local and inevitable.

Guests are no longer passive. They’re paying attention. They want to make better decisions, and they’re looking at you to help them do that. At the same time, local communities are speaking more openly about what’s working and what’s causing harm. This creates a powerful opportunity to align your business with both sides of the tourism experience: guest satisfaction and community respect.

Here are three takeaways from this year’s report that we believe every short-term rental operator should take seriously:

1. Community impact is finally part of the sustainability conversation

This is the biggest shift. Travellers care about emissions and waste, but now they’re also thinking about overcrowding, cultural respect and the rising cost of living. If your sustainability plan doesn’t include your neighbourhood, you’re missing the point.

2. Guest values are shaping bookings more than ever.

From spending locally to avoiding over-touristed places, guests are already making conscious choices. Hosts who guide their guests with honesty and intention will create a more meaningful experience. Clear guest guides, thoughtful recommendations and visible sustainability efforts will help build stronger loyalty and lead to better reviews.

3. Your low-season strategy is your long-term edge

As travel becomes more flexible, the calendar is opening up. Guests are no longer tied to school holidays or summer peaks. This is your chance to build a property that works year-round by catering to new audiences like remote workers, solo travellers and guests seeking slower, deeper experiences. A strong low-season strategy doesn’t just fill gaps. It sets you apart.

At EnviroRental, we see this report as a signal to dig deeper, act smarter and lead with purpose. We will continue to turn these insights into practical guidance, so you can move forward with clarity and confidence.

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