Thursday, 2 April 2009

Study reveals travelers distrust of 'green' claims

A newly released study by HSMAI and PhoCusWright Market Research indicates a desire of travelers to buy green, but a growing distrust of environmental claims.

  • More than four out of ten U.S. travelers (44%) consider environmental impact to be important to them when planning travel.
  • A majority of U.S. travelers (56%) are skeptical of what companies tell them about their green practices.
  • Just under a third of travelers indicate a willingness to pay some sort of premium for green travel.
  • Only 8% of green travelers believe it is easy to find green travel options.

The study can be purchased online. HSMAI press release can be found on their web site.

1 comment:

Rowan Family said...

That's really indicative of the clarity of hoices and the lack of labels and standard in the tourism industry, I think. I was teaching another eco-tourism class this semester (done now, thank godness! sumer yeah!) and the students too found that they had to evaluate each destination and service provider individually, to truly get a sense of the talk vrs action.

PS: Howdy from the sunny Okanagan, my friend! Hope you are doing well :-)

aka: 'Nicky'