European hotel guests show lack of awareness about ‘green’ initiatives

Nearly half of hotel guests are unaware of the environmentally-friendly initiatives taken by European hotels, according to a new study.

The 2007 European Hotel Guest Satisfaction Index Study, by California-based J.D. Power and Associates, found 44% of guests stayed at a European hotel but were unaware of its ‘green’ initiatives.

“As a point of comparison, 63% of hotel guests in the US say they are aware of their hotel’s green programmes, so there is ample opportunity for European hotel companies to raise awareness of environmentally friendly policies among their guests,” said Linda Hirneise, executive director of the travel practice at J.D. Power and Associates.

“It is vitally important for hotel properties to actively market their eco-friendly programmes and make such offerings easy for guests to recognise and participate in.”

The study measured the overall satisfaction of guests at 41 hotel brands, based on seven factors – costs and fees; guest room; hotel facilities; food and beverage; check-in/check-out; hotel services; and reservations.

In the ‘upper scale’ sector, Radisson SAS Hotels & Resorts ranked highest in the highly competitive upper upscale segment, performing particularly well for its check-in/check-out.

Hilton Hotels closely followed, performing well in guest room and hotel facilities, while Steigenberger Hotels and Resorts performed particularly well in food and beverage, check-in/check-out, hotel services, and reservations.

Among ‘upscale’ hotel brands, De Vere Hotels ranked highest in terms of guest satisfaction, performing particularly well in costs and fees, hotel facilities, and reservations, followed jointly by AC Hoteles and Meliá Hoteles.

In the mid-scale full service segment, Clarion ranks highest, particularly in regards to costs and fees, food and beverage and hotel services.

Mövenpick Hotels and Resorts and Holiday Inn followed, with Mövenpick performing particularly well in guest room, hotel facilities, and reservations.

In the economy sector, Park Inn ranked highest, performing particularly well in guest room, check-in/check-out, food and beverage, and hotel facilities.

Premier Travel Inn and Tulip Inns came runner up in the economy rankings.

The study also found that, among 38 amenities included in the study, European hotel guests say complimentary breakfast, wireless Internet access, and a bathtub are the three most important “must-haves.”

The number of European hotel guests who say they prefer a non-smoking hotel environment has increased from 69% in 2006 to 77% in 2007.

More than 50% of guests book their hotel reservations online, up from 34% in 2005.

The 2007 European Guest Satisfaction Index Study is based on responses from 11,728 guests who stayed at a hotel in Europe between June and September 2007.

By Bev Fearis