HSMAI Foundation Partners with PhoCusWright and Sustainable Travel to Release Results of New Study on Business Impact of Green Travel
PhoCusWright's survey of U.S. travelers finds that 56% are skeptical of what companies are telling them about green practices and only 8% think it is easy to find green travel options.
"The travel industry is making a concerted effort to make green options available to consumers. Clear and transparent communication of these efforts will yield great rewards for our industry," says Fran Brasseux, executive vice president of HSMAI Foundation.
According to PhoCusWright's Going Green: The Business Impact of Environmental Awareness on Travel, 44 percent of U.S. travelers consider the environmental impact to be important to them when planning travel. The high propensity of green supporters to vote with their wallet leaves opportunities for premiums for green travel. Nearly one third of U.S. travelers would pay such premiums, but these savvy consumers are looking for practices that go above and beyond cursory measures.
"With consumers keeping a close watch on their spending, they need to know that a company has gone the extra mile to implement green initiatives like renewable energy, zero waste and carbon management practices," explains Sustainable Travel International president, Brian T. Mullis. "The fact that almost half of American travelers have these expectations and consider the environment when making travel decisions during these tough economic times is evidence that the green movement has become part of consumer and corporate culture."
Travel companies must convey a sense of quality and accuracy when communicating with green consumers. PhoCusWright’s Going Green: The Business Impact of Environmental Awareness on Travel allows travel companies to thoroughly evaluate the benefit of green strategies by surveying the U.S. traveling consumer population and determining its propensity to make environmentally conscious travel decisions. The report isolates the attitudes, preferences and purchase habits of each group and determines each one's willingness to pay for green travel options.
For more information and to purchase the report, visit .
About HSMAI Foundation | Established in 1983 to serve as the research and educational arm of the Hospitality Sales and Marketing Association International, HSMAI Foundation's mission is to expand and enhance the educational opportunities available to hospitality sales and marketing executives and to increase the amount of in-depth research conducted on behalf of the profession. Today, and in the years ahead, the HSMAI Foundation plans to accelerate its research and publishing activities to contribute even more to the continuing education of those engaged in this fast-paced, increasingly demanding profession. For more information on the HSMAI Foundation, contact the Hospitality Sales & Marketing Association International Foundation, 1760 Old Meadow Road, Suite 500, McLean, Va. 22102; (703) 506-3280; fax (703) 506-3266, or visit the website at .
About PhoCusWright | PhoCusWright, the travel industry research authority, fosters smart strategic planning and tactical decision-making by delivering primary research on the evolving dynamics that influence travel, tourism and hospitality distribution. To complement its research in North America, Europe and Asia, PhoCusWright partners with and produces several high-profile conferences around the world. For more information, visit .
About Sustainable Travel International | Sustainable Travel International is a 501(c)(3) non-profit organization whose mission is to promote sustainable development and responsible travel by providing programs that enable consumers, businesses and travel-related organizations to contribute to the environmental, socio-cultural and economic values of the places they visit, and the planet at large. For more information, visit .
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