A new report from Virtuoso, the international travel agency network specializing in luxury and experiential travel, indicates rising traveler interest in sustainable tourism. The report defined sustainable tourism as travel that is environmentally friendly, protective of cultural and natural heritage and socially and economically beneficial for locals.

While the trend gains popularity across the board, the report notes millennials are three times more likely than second-place Generation X to seek out sustainable tourism options. Following Generation X in likelihood are Baby Boomers and then Generation Z.

“Sustainable tourism represents a transformative movement and our goal remains to support our travel partners in their best practices, from saving endangered species to supporting community development projects around the world. By sharing these inspirational stories and educating Virtuoso advisors and their clients on the positive impact that comes from traveling in a more mindful way, we are helping to advance travel as a force for good,” said Jessica Hall Upchurch, sustainability ambassador, Virtuoso.

Certain factors appeal to travelers seeking sustainable tourism options more than others, specifically eco-friendly practices, animal welfare, green hotels, supporting local farmers, safeguarding historic sites, conserving coral reefs and reducing plastic waste.

“The question is no longer whether travelers care about helping to make the world a better place as part of a vacation. They do, as Virtuoso’s Luxe Report also reveals. The real question is how we in the travel industry work together to prepare for a new generation of travelers who want to have a positive impact on the places they visit,” said Costas Christ, global sustainable tourism strategist, Virtuoso.