US $750.00
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Going Green: The Business Impact of Environmental Awareness on Travel
February 2009
US $750 CA $803 £481 €548
It is clear that environmental awareness is becoming deeply engrained in our society. We all know that being "green" is good for the environment, but is it good for business? The travel industry is one of the primary arenas for the green revolution and all travel verticals including hotel, air, car rental and cruise are being affected. This new report seeks to examine the business impact of green thinking and decision making among consumers and travel companies alike.
Going Green: the Business Impact of Environmental Awareness on Travel covers topics vital to the travel industry including:
- Consumer propensity for green travel
- Communication of green practices
- Green ratings systems
- Effect of economic conditions on green travel
- Potentiality for price premiums for green travel products
This new report reveals important qualitative and quantitative data that will guide travel businesses in deciding to implement green strategies. Key findings include:
- More than four out of ten U.S. travelers (44%) consider environmental impact to be important to them when planning travel
- A majority of U.S. travelers (56%) are skeptical of what companies tell them about their green practices
- Just under a third of travelers indicate a willingness to pay some sort of premium for green travel
- Only 8% of green travelers believe it is easy to find green travel options
Purchase Going Green: the Business Impact of Environmental Awareness on Travel today to help your company evaluate the potential gains of "going green."
Table of Contents
Methodology
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Preliminary Table of Contents
Section One: Introduction, Definitions and Methodology
Research Objectives
Definitions
Key Research Findings
Summary of Strategic Implications
Methodology
Section Two: Defining the Green Lifestyle Audience
Section 3: Profile of the Green Traveler
Section 4: Analysis of Key Findings
The Potential for Price Premium
The Establishment of a Consumer Standard
Green Communications
The Impact of the Economy
Conclusion: What’s next for green travel
To understand the effect of environmental awareness on the U.S. travel industry, PhoCusWright conducted comprehensive research on three core components of the marketplace—consumers, suppliers and influencers (distribution intermediaries and media).
Consumers
PhoCusWright fielded an online consumer survey August 8 through September 12, 2008 through Global Market Insight, Inc. targeting the general U.S. online traveler population. Survey participation required respondents to have taken at least one leisure trip involving an overnight stay in paid accommodations at least 75 miles from home the past year. 1334 qualified responses were received and the respondent pool can be projected with confidence to the U.S. adult population of online travelers (as defined above). The error interval for analysis of groups within the respondent population is +/–2.7% at the 95% confidence level.
In addition to the general U.S. online traveler population, the consumer survey was also fielded to research partner Sustainable Travel International’s (STI) consumer database. 18 qualified responses were received from STI’s list. Due to the source of these participants, their responses were only included in the sample set for certain questions.
Suppliers and Influencers
In addition to a total of 40 executive interviews, PhoCusWright, Sustainable Travel International, and HSMAI Foundation fielded a qualitative survey to industry members from August 14 to September 26, 2008. Collectively, 134 qualified responses were received.
