Is 2009 the Year for Going Green?

In 2009, how intrinsic to tourism will sustainability become?

These days, it is difficult to book a trip, search for a flight or hotel, or research a destination without confronting green travel – also referred to as eco-travel, environmentally-conscious travel, sustainable travel, or responsible travel. But some in the travel industry question whether such terms will fade away, and whether our collective efforts to “go green” will become second nature, not worth mentioning or promoting as some sort of travel badge of honor.

In 2009, will travelers continue paying premiums for resorts and airlines that uphold green policies? Or, will we demand sustainable business models, and refuse to pay extra for them? In an article for MSNBC MSNBC, travel columnist Christopher Elliott writes, “being green is so important that it shouldn’t become another marketing gimmick. It should be a part of what you do every day — part of every travel company’s DNA.”

Indeed, many travelers don’t have to think twice about whether to book a tour with a sustainable company. According to a recent Yahoo! survey, 77 percent of Americans consider themselves green, while a Deloitte U.S. survey revealed that 75 to 80 percent of travelers expect hotels to recycle and use energy-efficient lighting, reports Hotels magazine Hotels. Furthermore, almost half of American travelers are willing to pay more for an environmentally friendly travel experience.

But Elliott says this type of thinking on the part of consumers will soon become a thing of the past, and fewer travelers will be willing to pay extra for green travel. “Travel companies should be offsetting their own carbon, not guilting you into paying yet another surcharge for it,” Elliott writes.

In the meantime, hotels continue striving for the perfect marketing mix – one that entices travelers with green luxury and comfort, convincing them to pay more while sending a clear eco-friendly message. This “Effective communication of environmental responsibility without overwhelming the traveling public” remains a key challenge for hoteliers in 2009, according to Hotels magazine. Some companies, such as Wyndham Worldwide, have devoted entire Web sites to their green efforts, for example, and travelers should look out for “other operators to follow suit.”

The idea that hotels can charge more for green travel, or that sustainable travel only includes a certain demographic or income level is not necessarily true, some travel insiders contend. Leslie Downey, director of Travelers Advantage and TravelersAdvantage.com TravelersAdvantage, says a green trip “is accessible for any budget,” and something that is a viable option “regardless of where or why you travel.” This philosophy seems more in line with Elliott’s, but will have to contend with some hoteliers’ main focus: profit.

For ambivalent travelers lost in a sea of eco-advice, and debating whether to pay more for a green vacation, a bit of research should help. Elliott suggests looking at a company’s full environmental record, and asking why a company has gone green – to cash in on a trend, or to invest in the future of their company and of our planet. Remember, writes Elliott, that “The best companies are consistently, and quietly, green.”

By Sarah Amandolare