Chinese travelers are going abroad in record numbers—130 million international trips in 2017 according to Ctrip and the Chinese Tourism Academy, resulting in an unprecedented impact on the environment: From planes to plastic bottles, travel has an incredible effect on our ecosystem.

Thankfully, environmentally conscious hospitality and tourism companies are reorganizing their operations to offer luxury vacations that don’t harm the fragile and pristine environments where they’re located. But is environmental sustainability even of concern to Chinese travelers? Are operators that prioritize their ecotourism initiatives being rewarded with increased business from the growing market?

From what we’re hearing, the answer is, “Yes.”

That said, most of the available experiences are still very much luxury-oriented.

Six Senses Hotels Resorts Spas is a small collection of luxury hotels that integrate local culture and prioritize eco-friendly builds and operations in stunning outdoor landscapes. Their headquarters regularly track the environmental performance of each property, and their reputation for sustainability amidst luxury has distinguished them within the luxury sector.

“Chinese travelers are becoming more and more aware of environmental issues and the need to incorporate responsibility into their everyday lifestyle—even on holidays. The Chinese market has been very quick to embrace and participate in environmental sustainability,” explains Six Senses President Bernhard Bohnenberger who believes that Chinese luxury travelers are aligned with the brand’s philosophy.

“The Chinese market is also aware that it was Six Senses that created the responsible tourism niche in 1996 and is the brand that continues to create the benchmark for the hospitality sector.”

Though China is hardly admired for its clean, green environment, high income Chinese tourists are willing to pay more for eco-friendly experiences. This story was first published on Jing Travel.