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Report: How Going Green Impacts Business

February 20, 2009 By: George Dooley

More than four out of 10 U.S. travelers (44 percent) consider environmental impact to be important to them when planning travel, but a majority of U.S. travelers (56 percent) are skeptical of what companies tell them about their green practices, a new PhoCusWright research reports says.

PhoCusWright, one of the travel industry’s best known research firms, says that while it is clear that environmental awareness is becoming deeply engrained in our society there are questions if being "green" is good for the environment and equally good for business. The new study, Going Green: the Business Impact of Environmental Awareness on Travel, covers topics vital to the travel industry.

“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," PhocusWright says in its report. "This new report seeks to examine the business impact of green thinking and decision making among consumers and travel companies alike."

Key topics covered include: consumer propensity for green travel; communication of green practices; green ratings systems; effect of economic conditions on green travel; and the potential for price premiums for green travel products. The report also reveals important qualitative and quantitative data that will guide travel businesses in deciding to implement green strategies.

Other key findings include: Just under one-third of travelers indicate a willingness to pay some sort of premium for green travel and only 8 percent of green travelers believe it is easy to find green travel options. The report costs $595 through March 12—a savings of 20 percent off the regular price of $750.


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