(Originally published in TOURISM)
In a recent TravelMole report, David Wilkening writes that Americans are still not willing to pay higher prices for suppliers showing environmental concerns, according to the Travel Industry Association (TIA) and Y Partnership. However, a recent survey found they are leaning more in that direction.
"More than half of all US adults say they would be more likely to select an airline, rental car or hotel that uses more environmentally friendly products and processes, according to the latest travelhorizons survey. But while more than half of US adults may be advocates of environmental responsibility, only 14% of respondents said their actual selection of a travel service supplier would be influenced by that supplier's efforts to preserve and protect the environment."
The survey found that just 13% would be willing to pay higher rates or fares to use suppliers who demonstrate environmental responsibility, while 56% said they might do so. "The amount of the rate or fare premium appears to be the source of their hesitation," concludes the survey.
"The results of the survey suggest that awareness of a travel service supplier's efforts to operate in an environmentally responsible manner may be sufficient to attract additional patronage, but not at a significantly higher fare or rate," said Suzanne Cook, TIA's senior vice president of research. She added: "The 'value assessment' consumers ascribe to any travel service transaction appears to remain the primary determinant of their actual purchase behavior."
In a recent TravelMole report, David Wilkening writes that Americans are still not willing to pay higher prices for suppliers showing environmental concerns, according to the Travel Industry Association (TIA) and Y Partnership. However, a recent survey found they are leaning more in that direction.
"More than half of all US adults say they would be more likely to select an airline, rental car or hotel that uses more environmentally friendly products and processes, according to the latest travelhorizons survey. But while more than half of US adults may be advocates of environmental responsibility, only 14% of respondents said their actual selection of a travel service supplier would be influenced by that supplier's efforts to preserve and protect the environment."
The survey found that just 13% would be willing to pay higher rates or fares to use suppliers who demonstrate environmental responsibility, while 56% said they might do so. "The amount of the rate or fare premium appears to be the source of their hesitation," concludes the survey.
"The results of the survey suggest that awareness of a travel service supplier's efforts to operate in an environmentally responsible manner may be sufficient to attract additional patronage, but not at a significantly higher fare or rate," said Suzanne Cook, TIA's senior vice president of research. She added: "The 'value assessment' consumers ascribe to any travel service transaction appears to remain the primary determinant of their actual purchase behavior."
Comments