This year has been a whirlwind for the travel industry. A year marked by a global pandemic and social activism has shifted the hospitality industry as we know it, and with it, consumer demands. As travelers slowly begin to get back on the road, they're prioritizing new places and experiences while putting a greater emphasis on brands that focus on things like sustainability.

At Main & Rose, we surveyed more than 700 U.S. consumers to get a pulse on what they care about most when traveling. According to the data, sustainability is significantly impacting brand preference, purchases, and long-term loyalty. With three out of four people reporting they care more about sustainability today than they did just one year ago, it's clear sustainability-efforts are fuelling the way consumers think about where they put their money, and travel is no exception.

Hotel Preferences

As travelers look to book rooms, sustainable initiatives may be what drives them to make a reservation. Forget the mini-bar or welcome cocktail, the data showed that travelers prefer hotels that showcase their efforts to make a difference, with 74% travelers saying they prefer to stay in hotels that have a focus on reducing their environmental impact. More so, 74% agreed that a hotel brand's sustainability practices improve their perception of the brand.

Walking the Walk

For travelers today, it's simply not enough for a hotel brand to talk about sustainability goals, but meet consumer expectations and showcase efforts in place. According to the survey, consumers expect to see several sustainability initiatives at hotels they stay at. Topping the list of expectations? The ability to reduce or opt-out of housekeeping services (61%). While this isn't a surprising fact amid a global viral pandemic, it highlights that today's socially conscious traveler wants the right to lessen their carbon footprint upon check-in and during their stay. Additionally, travelers are conscious of what they're using while at a hotel, with 54% saying they expect glass or reusable products to be provided instead of single-use plastics and 49% expecting recycled and sustainable packaging on their in-room products.

What's more, travelers want the ability to be able to control their energy usage at hotels, with 52% wanting the ability to reduce or opt-out of towel service, and 47% expecting sustainable energy solutions that reduce wasted energy such as lighting and air conditioners being left on.

Long-term Loyalty

In a time of uncertainty and evolving expectations, hotel brands can't afford to misstep with travelers. Hotel brands that prioritize sustainability can expect to see familiar faces in the long run. The data showed that 74% of travelers are more likely to be loyal to or a repeat customer of a hotel brand that focuses on sustainability.

Sharing is Caring

Aligning brand messaging with consumer expectations around sustainability will go a long way, and can help travelers easily identify the types of properties they want to stay at. The good news is, hotel brands can easily share what they're doing to implement and practice sustainability, and this should be built into brand marketing. According to the data, 75% expect to see a hotel's sustainability efforts on its website, 48% want to know about efforts via ads or marketing campaigns, and 44% are eager to hear about the hotel's sustainability initiatives while checking-in.

As hotels gear up to welcome travelers back, implementing these practices will be a major attraction for today's socially conscious traveler. Sustainability in travel is defining how and where travelers choose to return to, and the brands that prioritize green practices will reap the rewards.