Virtuoso advisors report that clients ask for and factor in sustainable tourism practices - defined as travel that is more environmentally friendly, supports the protection of cultural and natural heritage, and provides social and economic benefits to local people. However, they say it is millennials who are leading the charge. In fact, millennials are three times more likely than Generation X-aged clients to seek out and support travel companies committed to sustainable tourism. Baby boomers are also noteworthy in their support for sustainable tourism, and represent a core demographic of the travel market. However, as a combined group, millennials, Gen X and Gen Z are the travel wave of the future and represent some 80 percent of those clients most likely to book travel that is mindful and beneficial to the environment and cultural preservation. Get the full story at MultiBrief Read also "Luxury sells, but who’s buying?" and "In the land of travel agents, the tables have turned"