Why are US travelers still unwilling to pay more for green?
Why are American travelers continuing to say no to green despite their growing awareness of it, as seen in a recent survey?
No simple answer but perhaps Roger Dow, president and CEO of the US Travel Association has an answer. He said:
"Consumers are looking for ‘green travel’ choices at the right price. The travel community has developed thousands of options and we are adding more daily,"
American travelers are getting more familiar with sustainable travel in the past two years but the still remain unwilling to pay more for eco-friendly options, according to the latest travelhorizons.
"Although consumers are reluctant to pay more to support green travel service suppliers, they are definitely paying attention to those who are green, even in this down economy," said Peter Yesawich, chairman and CEO of Ypartnership, which publishes the study with the US Travel Association.
The percentage of American travelers who consider themselves "environmentally conscious" has not changed since 2007 (78 percent). However, there has been a remarkable increase in the percentage who report familiarity with the term "carbon footprint" (from 12 percent in July 2007 to 54 percent in July 2009), according to the study.
Among consumers who would pay higher rates or fares for eco-friendly options, roughly four in 10 (39 percent) would pay as much as a 5 percent fare or rate premium to an environmentally responsible supplier, and an equal percentage would pay between 5 and 9 percent more.
Other key survey findings:
* While consumers believe travel service suppliers should be good stewards of their environment, over half (54 percent) also believe that individuals themselves have the greatest responsibility for preserving and protecting the environment.
* Six out of 10 (58 percent) travelers say they believe that environmental programs by travel service suppliers could have a positive effect on the environment.
* The majority (51 percent) of consumers will continue to patronize "green" travel service suppliers regardless of an economic downturn. In fact, nearly half (48 percent) of travelers say that continuing to support environmentally responsible travel service suppliers is a necessity, even in an economic downturn.
By David Wilkening
David
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