Every year, Booking.com publishes a survey on what travelers think about sustainability. The 2025 edition, its tenth, was conducted online in January 2025 among 32,000 people in 34 markets, Mexico included. Its results describe what international travelers value when they choose where to go and where to stay.
What travelers say
84% say traveling sustainably is important to them. 73% want the money they spend to reach the local community, and 77% look for experiences representative of local culture. Nearly 4 in 10 take crowds into account when planning a trip.
These are survey answers: they measure what travelers say they value, not what they end up booking. But they set the criteria travelers bring to their search for a destination and a place to stay.
Which certifications exist in Mexico
One way to demonstrate those criteria is certification. EarthCheck, one of the international sustainable tourism certifiers, reports 106 properties in Mexico that benchmark against its standard. In 2026, Mexico's Tourism Secretariat renewed its agreement with EarthCheck, aligned with the 2025-2030 Sectoral Tourism Program. EarthCheck remains the certification partner for the Distintivo S, the national sustainability recognition for tourism businesses.
A case in the Riviera Maya
Grupo Xcaret has been an EarthCheck member for 17 years, according to the certifier. According to Grupo Xcaret, its Hotel Xcaret México was the first on the continent to receive EarthCheck certification in Planning and Design.
On October 10, 2026, Hotel Xcaret Arte hosted the Forbes Green Economy and Sustainable Development Forum. Its program included sessions on the circular economy, marine conservation, sustainable finance and the value of preserving culture and communities, according to Grupo Animal.
Where certifications are in the Riviera Maya
EarthCheck's directory (updated October 2026) lists 51 certified operations in the corridor between Puerto Morelos and Tulum, including parks, golf courses, activities and hotels. They belong to a small group of chains: Grupo Xcaret, Grupo Vidanta, Karisma Hotels (El Dorado), Iberostar, Palladium, Hard Rock and Bahía Príncipe, among the main ones. No residential development and no independent boutique hotel appears on the list.
The current Distintivo S registry is not published online. The available list is historical and the distinction has annual validity, so it is not possible to confirm today which properties hold it active without consulting SECTUR directly.
The question that remains
The survey says what travelers value. Certifications say which properties can prove it through an external audit. How many properties in the Riviera Maya could show that traveler a verifiable certification today?
Sources: Booking.com, Travel & Sustainability Report 2025 and press release of April 22, 2025 (online survey, January 2025, 32,000 people, 34 markets); EarthCheck, "How Mexico is turning its sustainability ambitions into verified outcomes", July 7, 2026; Grupo Xcaret, EarthCheck Planning and Design certification of Hotel Xcaret México; Grupo Animal, October 10, 2026.
Reference Real Estate Team
📍 Playa del Carmen, Quintana Roo
referencerealestate.mx
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