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American travelers see red when it comes to green
Americans are still not willing to pay higher prices for suppliers showing environmental concerns but a recent survey found they are leaning more in that direction, according to the Travel Industry Association (TIA) and Y Partnership.
More than half of all US adults say they would be more likely to select an airline, rental car or hotel that uses more environmentally friendly products and processes, according to the latest travelhorizons survey.
But while more than half of US adults may be advocates of environmental responsibility, only 14% of respondents said their actual selection of a travel service supplier would be influenced by that supplier’s efforts to preserve and protect the environment.
And just 13% would be willing to pay higher rates or fares to use suppliers who demonstrate environmental responsibility (although fully 56% said they might). “The amount of the rate or fare premium appears to be the source of their hesitation,” concludes the survey.
“The results of the survey suggest that awareness of a travel service supplier’s efforts to operate in an environmentally responsible manner may be sufficient to attract additional patronage, but not at a significantly higher fare or rate,” said Suzanne Cook, TIA’s senior vice president of Research. She added:
“The ‘value assessment’ consumers ascribe to any travel service transaction appears to remain the primary determinant of their actual purchase behavior.” Specifically, half of respondents say they would be more likely to use an airline if they knew it took the initiative to offset carbon emissions, used newer, more fuel efficient jets, or implemented recycling programs. Almost six out of ten stated the same thing for car rental companies (those offering more fuel efficient and hybrid cars). And more than half stated they would be more likely to patronize hotels or resorts they knew practiced environmental responsibility.
The survey found that consumers would favor properties that actively tried to prevent beach erosion (oceanfront hotels), allowed guests the option to reuse towels and sheets, reduced their energy consumption by using energy efficient lighting/low flow toilets and showers, and supported community environmental causes.
Report by David Wilkening
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