Sustainability Is No Longer Just for Show: 60% Would Pay More for Sustainable Accommodation

Sustainable tourism has gone from being a symbolic gesture to becoming a real decision-making factor. Data shows that more travelers not only prefer it but are also willing to pay more for it.

For years, sustainable tourism was a polished term used to describe accommodations with LED light bulbs and compost areas. Today, according to the Smart Rural Trends 2025 report, that perception is starting to become outdated. The number is clear: 60% of travelers are willing to pay more for sustainable accommodations, a figure that confirms sustainability is no longer an aspirational label but a real economic factor.

The report, based on internal metrics, official statistics, and sector behavior analysis, offers a snapshot of Spain’s rural tourism landscape in 2025. And what it reveals is a deeper shift: sustainable tourism is no longer only about image. It has become a market factor.

From Symbolic Gesture to Competitive Advantage

Sustainability has become a central part of rural tourism strategy. It is no longer only about attracting travelers, but about competing for a more conscious and demanding type of visitor. According to the report, “sustainability is no longer an option but an essential competitive factor in rural tourism strategy.”

This is translating into concrete changes in the offer: installation of solar panels, efficient water management systems, promotion of local products, and environmental awareness programs.

The message is clear: sustainability has moved beyond cosmetic details and become part of the core value proposition.

A More Conscious, But Also More Practical Traveler

The change is not only coming from the supply side. It also reflects a transformation in demand. The profile of Spain’s rural traveler shows growing interest in nature, authenticity, and the environmental impact of travel decisions.

Most rural tourists, nearly 70%, are domestic travelers who choose destinations close to home, usually within three hours of where they live.

This preference is not only about convenience but also sustainability: shorter trips usually mean lower environmental impact.

At the same time, average spending on rural tourism increased by 7.1% compared with the previous year, confirming that travelers are not only expressing sustainable values but also supporting them financially.

Climate Change: The Permanent Guest

Climate conditions are also driving this shift. Spain is experiencing increasingly extreme events, from heatwaves to droughts and wildfires, directly affecting tourism experiences.

According to the report, 59% of travelers consider climate a key factor when choosing a destination, forcing the industry to adapt not only out of conviction but also for economic survival.

In this context, rural tourism is positioning itself as an attractive alternative to overcrowded urban destinations or areas affected by extreme temperatures.

Technology and Sustainability: An Unexpected Alliance

One of the less visible, but more important, changes is the role of technology. Reservation digitization, data usage, and automation allow for more efficient resource management, reducing waste and improving planning.

From simple logistical improvements like reducing empty airline seats, currently around 20%, to adjusting services based on real demand, technology offers practical ways to improve efficiency.

Rural Tourism as a Laboratory for Change

Spain closed 2025 with more than 97 million tourists, strengthening tourism as one of the country’s main economic drivers.

Within that context, rural tourism represents a segment with its own characteristics and growing potential.

Beyond the numbers, the sector has become a space where new ways of traveling are being tested: more local, more conscious, and, somewhat unexpectedly, more profitable.

For years, sustainable tourism was treated as a moral aspiration or a marketing strategy. Today, the data suggests something different: it has become an economic decision for both travelers and businesses.