Communicating With the Green Traveler

The green lifestyle has become ever more popular over the course of this decade. The travel industry, somewhat conspicuous for its environmental impact, has been one of the primary fronts of the green revolution. Today, 44% of U.S. travelers consider environmental impact to be important to them when planning travel according to Phocuswright's Going Green: The Business Impact of Environmental Awareness on Travel. Over the past several years in our industry, green practices have been implemented en masse. Hotels tout linen reuse programs, airlines sell carbon offsets and car rental companies offer hybrids. But now green travelers are asking; what impact will I really make if I never let the maid change my sheets? Where can I find truly impactful green travel options, and will I have to pay for them?

Dirty Linens
Many of the green practices that have been implemented in travel offer cost-savings to companies. Most of these changes are easy - like switching to compact fluorescent light bulbs or reducing linen use - and they quickly impact the bottom line. But this is not exactly what green travelers are looking for. The consumer sees the simple money saving techniques for what they are. Though they have become expected as a requirement to be employed by all ethical travel companies, they are not necessarily rewarded anymore. And most consumers will not pay for them. With oil prices back down and consumers keeping a close watch on their spending, they need to know that a company has gone above and beyond to help the environment. This could mean improving building and renovation practices, or offering alternative energy options. There was once an expectation that green strategies would yield a new block of loyal customers, bookings and ultimately revenue. Those travel companies that can take a proactive stance toward the environment and can launch innovative and impactful green strategies can still reach this goal.



Save a tree, save a forest
The key to finding and keeping those new and loyal customers is communication. The backlash can be painful for "green washing" - calling something green without being able to prove that it makes a net positive impact on the environment (think: shipping bamboo from China by truck). No clear and uniform environmental ratings systems are available for consumers to look to for a critical purchase decision. Consumers aren't clear if their decision to book with you is like saving a tree or an entire rainforest. Phocuswright's survey of U.S. travelers finds that 56% are skeptical of what companies are telling them about green practices and only 8% think it is easy to find green travel options. Travel companies must clearly communicate the precise value and impact of their green strategies. They must convey a sense of quality and accuracy to consumers who weigh their choices carefully. If you can provide confidence to your consumers that they are making the best choice for the environment and themselves, the competitive benefits will be tangible. Moreover, if your strategies and communications are best of breed, you may be able to tap into the nearly one third of U.S. travelers that indicate a willingness to pay a premium for clear, honest, impactful, green travel options.

Phocuswright's Going Green: The Business Impact of Environmental Awareness on Travel provides the consumer insight and market intelligence needed to pursue a successful green travel strategy. The report, available now at www.phocuswright.com, reveals the attitudes of green travelers and their willingness to pay for green travel options.