Travelers are becoming more aware of the need to be more environmentally friendly when they travel. Hotels need to tap into this growing trend by ‘walking the talk’ just having cards about using your towel or bedding for a few more days is not enough. It’s important for properties to be completely involved in green initiatives be it through water conservation efforts, recycling programs and energy saving initiatives.
A recent study by Carlson Hotels found that 76% of travelers said that a hotel’s degree of environmental friendliness influenced their decision of where to stay. More importantly it found that some guests are willing to pay a premium to those with a high CSR involvement.
According to the survey by Cone and Duke University’s Fuqua School of Business (2008)
• 85% of Americans say they have a more positive image of a product or company when it supports a cause they care about
• 84% of women and 75% of men say they consider a company’s commitment to social issues when deciding what to buy or where to shop
• 85% feel it is acceptable for companies to involve a cause in their marketing
A recent poll by CondeNast Traveler echoed similar findings. This survey found that:
• 73% of readers would be willing to pay more to stay in a hotel that helps support the local community through health and education initiatives
• 20% would spend between 1-5% more, 29% would spend between 6-10% more, and 24% would spend 10% more.
Some great examples of Hotels that have a commitment to the environment and to social responsibility is, Kimpton Hotels & Resorts’ with their long-running Kimpton CARES initiatives.