To find out more about how agents nationwide feel about green travel and the green movement in general, TravelAge West conducted a survey in July 2008. Approximately 500 agents from across the U.S. answered our survey and their responses may (or may not) surprise you. Below, the results:
How often do you consider a company’s environmentally friendly (green) initiatives before you make a booking for your clients?
Nationwide Responses
Always: 7.2 percent
Often: 16 percent
Sometimes: 31.2 percent
Rarely: 27.2 percent
Never: 18.4 percent
Responses from the West
(Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, New Mexico, Oregon, Texas, Utah, Washington and Wyoming)
Always: 7 percent
Often: 13.5 percent
Sometimes: 29.8 percent
Rarely: 28.8 percent
Never: 20.9 percent
Responses from the Non-West
Always: 7.5 percent
Often: 16.9 percent
Sometimes: 33.3 percent
Rarely: 26.6 percent
Never: 15.7 percent
How often do your clients ask about a supplier’s green initiatives?
Nationwide Responses
Always: 2.6 percent
Often: 6.8 percent
Sometimes: 25.8 percent
Rarely: 32 percent
Never: 32.8 percent
Responses from the West
Always: 2.3 percent
Often: 6.1 percent
Sometimes: 28.4 percent
Rarely: 28.8 percent
Never: 34.4 percent
Responses from the Non-West
Always: 3 percent
Often: 6.7 percent
Sometimes: 24.3 percent
Rarely: 34.5 percent
Never: 31.5 percent
Do you see green travel as becoming more important to your clients in the next 3-5 years?
Nationwide Responses
Yes: 77.6 percent
No: 22.4 percent
Responses from the West
Yes: 74.9 percent
No: 25.12 percent
Responses from the Non-West
Yes: 79.4 percent
No: 20.6 percent
How often do your clients ask about a supplier’s green initiatives?
Nationwide Responses
Always: 2.6 percent
Often: 6.8 percent
Sometimes: 25.8 percent
Rarely: 32 percent
Never: 32.8 percent
Responses from the West:
Always: 2.33 percent
Often: 6.1 percent
Sometimes: 28.4 percent
Rarely: 28.8 percent
Never: 34.4 percent
Responses from the Non-West
Always: 3 percent
Often: 6.7 percent
Sometimes: 24.3 percent
Rarely: 34.5 percent
Never: 31.5 percent
Do you see green travel becoming more important to your clients in the next 3-5 years?
Nationwide Responses
Yes: 77.6 percent
No: 22.4 percent
Responses from the West
Yes: 74.9 percent
No: 25.1 percent
Responses from the Non-West
Yes: 79.4 percent
No: 20.6 percent
How often are you confused by the term "green"?
Nationwide Responses
Always: 3.2 percent
Often: 10.8 percent
Sometimes: 24.4 percent
Rarely: 32 percent
Never: 29.6 percent
Responses from the West:
Always: 2.33 percent
Often: 10.7 percent
Sometimes: 23.7 percent
Rarely: 32.1 percent
Never: 31.2 percent
Responses from the Non-West
Always: 3.7 percent
Often: 9.7 percent
Sometimes: 24 percent
Rarely: 33 percent
Never: 29.6 percent
How often are your clients confused by the term "green"?
Nationwide Responses
Always: 4.2 percent
Often: 23 percent
Sometimes: 39 percent
Rarely: 21.6 percent
Never: 12.2 percent
Responses from the West:
Always: 4.19 percent
Often: 19.5 percent
Sometimes: 37.2 percent
Rarely: 25.6 percent
Never: 13.5 percent
Responses from the Non-West
Always: 4.1 percent
Often: 24.7 percent
Sometimes: 39.7 percent
Rarely: 19.5 percent
Never: 12 percent
As a travel industry professional, what does the term "green travel" bring to mind? Select all that apply.
Nationwide Responses
Hard-to-find travel options: 35.2 percent
Expensive: 31.2 percent
Upscale amenities: 14.4 percent
Easily accessible travel options: 9.8 percent
Cost-effective: 16.2 percent
Lack of upscale amenities: 15.6 percent
Other: 34.2 percent
Responses from the West
Hard-to-find travel options: 39.1 percent
Expensive: 29.8 percent
Upscale amenities: 14.9 percent
Easily accessible travel options: 11.6 percent
Cost-effective: 16.7 percent
Lack of upscale amenities: 17.7 percent
Other: 28.4 percent
Responses from the Non-West
Hard-to-find travel options: 31.5 percent
Expensive: 30.7 percent
Upscale amenities: 13.4 percent
Easily accessible travel options: 8.2 percent
Cost-effective: 16.1 percent
Lack of upscale amenities: 14.2 percent
Other: 39.7 percent
"Other" Responses Included
Environmentally friendly
Minimal footprint
Sustainability; smart choices
More smokescreen than substance — improving slowly
Gimmick to appeal to trends and people’s guilt
Political correctness run amok
Culturally and environmentally sensitive
Excuse for hotels to be cheap and dirty
Confusing
A complete oxymoron…travel burns fossil fuel
Replacing carbon emissions
I do not have a clue
Wacky tree huggers
I wish people would start to want it
A great way for Al Gore to make money
Doesn’t matter because no one asks
No clear cut definition
Do you feel there are clear enough standards for what constitutes a "green travel" company?
Nationwide Responses
Yes: 14.4 percent
No: 85.6 percent
Responses from the West
Yes: 14.4 percent
No: 85.6 percent
Responses from the Non-West
Yes: 14.2 percent
No: 85.8 percent
Do you have frustrations about "green travel"?
Nationwide Responses
Yes: 54.4 percent
No: 45.6 percent
Responses from the West
Yes: 54 percent
No: 46 percent
Responses from the Non-West
Yes: 55 percent
No: 45 percent
Of the following, what frustrates you most about green travel? Rank the choices by assigning a number from 1-4 with "1" being the least frustrating and "4" being the most frustrating.
Nationwide Responses
Availability of independent information: 1
Too many standards/certifications: 2
Information is too complicated/technical: 4
Too much information/information overload: 3
What other frustrations do you have concerning "green travel"?
Responses Included
Inconsistency—hard to compare apples to apples
Properties saying green, but not really being green
Suppliers that make claims that don’t match the reality of their product offering
Too often used as a catchphrase for marketing purposes
Green travel is too expensive
There should be worldwide standards, as all travel affects everyone on earth
I am sick of hearing about it
Green travel is not possible
Need more information on supplier’s Web sites
Lack of trust of certifications
No ones asks for green travel
Greenwashing. We need honesty i.e. British Airways ghost flights.
Nothing is clear
Too many claim green all of a sudden
Are green initiatives important to you personally?
Nationwide Responses
Yes: 79 percent
No: 21 percent
Responses from the West
Yes: 77.2 percent
No: 22.8 percent
Responses from the Non-West
Yes: 80 percent
No: 20 percent
What green initiatives are most important to you? Rank the choices by assigning a number from 1-7 with "1" being the least important and "7" being the most.
Nationwide Responses
Carbon offsets: 1
Working with local communities:--
Sustainability/organic building and farming: 2
Air quality/lowering of emissions: 7
Energy efficiency: --
Waste disposal/recycling: 3, 4, 5
Water quality: 6
What other green initiatives are important to you?
Responses Included
Cruise ship dumping
U.S. government joining the rest of the world on "green" efforts
Guest experiences that are green focused
ALL so-called green initiatives must be judged on lifecycle merits, not just slogans
Non-consumptive activities, volunteer opportunities, environmental education
Specific things to look for: making sure money returns to community, i.e. buying from local suppliers, hiring local workforce at all levels, importing less, involvement in community projects, giving back to the community
Tax credits
Desalinization
No animals confined on resorts
Coral reef health
I hate the movement
Use of paper
Providing a better future for the next generation
Green initiatives for the disabled traveler
Overpackaging of green products
What steps do you take in your daily life (personal and work life) to go green? Select all that apply.
Nationwide Responses
Recycle: 89.6 percent
Carpool: 24.8 percent
Telecommute: 34.6 percent
Use public transportation: 22.2 percent
Reduce water usage: 77.4 percent
Reduce energy usage: 86.8 percent
Support local farmers/businesses: 58.6 percent
Buy organic: 39.4 percent
Other: 14.4 percent
I do not go green in my daily life: 3 percent
Other Responses Included
Usage of compost bins and rain barrels at home
Unplug items that are not in use, new light bulbs
Use bicycle whenever possible
Purchase biodegradable products
Vegan
Gave up my car
Less packaging on products
Reusable bags at grocery
Walk to work
Invested in green company stocks
Where do you turn to for information about green travel? Select all that apply.
Nationwide Responses
Independent organizations: 41.8 percent
Government organizations: 24.2 percent
Supplier’s own information: 46.8 percent
Media: 42 percent
Word of mouth: 31.2 percent
Other: 9.4 percent
I do not look for green travel information: 20 percent
Other Responses Included
Internet
Blogs
Organic consumer groups
There’s nowhere to turn…
Google
My own research! Government does not give a rat’s ass!
Are suppliers giving you enough information about their green initiatives?
Nationwide Responses
Yes: 28.8 percent
No: 71.2 percent
Responses from the West
Yes: 29.8 percent
No: 70.23 percent
Responses from the Non-West
Yes: 29.2 percent
No: 70.8 percent
Which category of travel suppliers provides green information about their products? Select all that apply.
Nationwide Responses
Airlines: 19.8 percent
Hotels & resorts: 68.2 percent
Tour operators: 30.6 percent
Destinations: 41.2 percent
Car rental: 18.4 percent
Cruise: 30 percent
Rail: 7.4 percent
None of the above: 13.4 percent
Rank the following segments of the travel industry in order of who you believe is doing the most to create green initiatives. Assign each segment a number from 1-7 with "1" doing the least and "7" doing the most.
Nationwide Responses
Airlines: 1
Hotels & resorts: 7
Tour operators: 4
Destinations: 5, 6
Car rental: 2, 3
Cruise: --
Rail: --
Rank the following segments of the travel industry in order of who is doing the best at providing information about their green initiatives. Assign each segment a number from 1-7 with "1" being the worst and "7" being the best.
Nationwide Responses
Airlines: 1
Hotels & resorts: 7
Tour operators: 4
Destinations: 5, 6
Car rental: 2, 3
Cruise: --
Rail: --
Do you use your "green-ness" as a way to promote your business?
Nationwide Responses
Yes: 19.6 percent
No: 80.4 percent
Responses from the West
Yes: 15.8 percent
No: 84.2 percent
Responses from the Non-West
Yes: 21.3 percent
No: 78.7 percent
Do you think clients are willing to pay more for "green travel" now?
Nationwide Responses
Yes: 30.4 percent
No: 69.6 percent
Responses from the West
Yes: 28.8 percent
No: 71.2 percent
Responses from the Non-West
Yes: 30.3 percent
No: 69.7 percent
If you answered yes to the above question, how much more do you think your clients would pay for green travel?
Nationwide Responses
1-5 percent: 30.3 percent
5-10 percent: 52 percent
10-20 percent: 13.2 percent
30-40 percent: 3.3 percent
50 percent or more: 1.3 percent
Responses from the West
1-5 percent: 40.3 percent
5-10 percent: 40.3 percent
10-20 percent: 17.7 percent
30-40 percent: 1.6 percent
50 percent or more: 0 percent
Responses from the Non-West
1-5 percent: 23.5 percent
5-10 percent: 60.5 percent
10-20 percent: 9.9 percent
30-40 percent: 3.7 percent
50 percent or more: 2.5 percent
Do you think clients will be willing to pay more for green travel in five years?
Nationwide Responses
Yes: 66 percent
No: 34 percent
Responses from the West
Yes: 62.3 percent
No: 37.7 percent
Responses from the Non-West
Yes: 67 percent
No: 33 percent
