As global travel ramps up, eco-conscious travellers are redefining the hospitality landscape. A groundbreaking study from the Chinese University of Hong Kong (CUHK) Business School unveils a stark divide in what drives sustainable choices among hotel guests. While younger and Asian travellers are drawn to visible eco-friendly efforts, Western and older travellers lean toward formal eco-certifications. The findings highlight a crucial challenge for hotels: market sustainability effectively to diverse audiences.
The Rise of Eco-Conscious Travel
Sustainability is no longer just a buzzword in hospitality. With climate concerns at an all-time high, travellers are increasingly factoring eco-responsibility into their booking decisions. However, determining what constitutes a “green hotel” can be subjective. Are eco-certifications more credible, or do tangible actions speak louder?
According to CUHK’s study, cultural and generational backgrounds influence this perception significantly. The research, titled “How Eco-Certificate/Effort Influences Hotel Preference”, was conducted by Professor Lisa Wan, Professor Elisa Chan, and doctoral student Xue Nan from CUHK School of Hotel and Tourism Management. It reveals two key decision-making styles that underpin traveller preferences:
- Entity Decision Habits: These guests prioritize outcomes. For them, eco-certifications provide formal recognition and credibility.
- Incremental Decision Habits: These guests value processes. They appreciate seeing specific eco-friendly initiatives and measures in action.
Key Findings: Cultural and Generational Divides
The study uncovered profound differences between Eastern and Western travellers, as well as between age groups:
- Younger and Asian Travellers: Prefer hotels that actively showcase eco-friendly practices, such as reducing plastic use, implementing energy-saving measures, or highlighting sustainable dining options.
- Older and Western Travellers: Rely more on formal eco-certifications, perceiving them as trustworthy indicators of a hotel’s commitment to sustainability.
These insights underscore the need for hotels to tailor their messaging to resonate with different audiences.
“Hotels need to clearly communicate their ‘green’ attributes so that travellers can recognise and understand the value of these efforts,” explains Professor Lisa Wan. “Many hotels fail to capitalise on their eco-certifications because guests remain unaware during the booking process.”
Targeted Marketing: A Win-Win for Hotels and Guests
The study’s findings offer a roadmap to more effective marketing strategies for hotels. By aligning their messaging with travellers’ decision habits, hotels can amplify their sustainability efforts and attract the right audiences:
- For Younger and Asian Travellers: Hotels should highlight eco-friendly actions prominently across websites, booking platforms, and social media. Photos, videos, and real-time updates showcasing initiatives like recycling programs or water conservation will resonate strongly.
- For Western and Older Travellers: Emphasizing formal eco-certifications such as LEED, Green Key, or EarthCheck will build trust and confidence.
Leveraging data analytics and segmentation can further enhance these efforts. For instance, targeted campaigns like Instagram or Facebook can spotlight sustainability initiatives for younger demographics, while email newsletters can emphasize eco-certifications for senior audiences.
A Balancing Act: Efforts and Certifications
The CUHK study also suggests that the most successful hotels integrate both strategies. Hotels can cater to a broader spectrum of eco-conscious travellers by combining visible eco-friendly actions with reputable certifications.
For instance, Marriott International’s sustainability initiatives combine tangible efforts (like eliminating single-use plastics) with formal recognitions such as LEED certifications. Similarly, Accor’s Planet 21 program focuses on actionable steps like reducing food waste while showcasing global green certifications.
The Path Forward: Bridging the Awareness Gap
Despite the apparent demand for sustainable travel options, a critical awareness gap persists. Research indicates that many travellers remain unaware of hotels’ eco-friendly measures during the booking stage. Addressing this gap is crucial for hotels seeking to enhance their green reputation and attract environmentally conscious guests.
“To address these challenges, hotels must streamline how they present their green initiatives,” says Professor Wan. She emphasizes that understanding travellers’ cognitive preferences allows hotels to design targeted, effective communication strategies.
By combining data-driven insights with creative storytelling, hotels can bridge this awareness gap and ensure their sustainability efforts are recognised and celebrated.
Final Thoughts: A Greener Future for Hospitality
The CUHK Business School’s study provides a blueprint for hotels that appeal to eco-conscious travellers. Whether through certifications or visible actions, the key lies in understanding guests’ preferences and delivering targeted, impactful messaging. As the hospitality industry continues its journey toward sustainability, those who communicate their green initiatives effectively will stand out in an increasingly competitive market.
For travellers, the message is equally clear: whether it’s a LEED-certified resort or a boutique hotel taking small but meaningful steps, sustainable choices are more accessible than ever.
For more information on the findings of the CUHK Business School, visit the official publication here.
Written by: Michelle Warner
