Element Hotels says the economy drives green travel, not the environment

Starwood’s Element Hotels has recently launched its annual “Eco-Travel Index”, a new survey citing the global economic crisis as the biggest motivator for travelers becoming more environmentally conscious.

With the global economy facing the worst meltdown in decades, travelers are becoming more and more conscious of eco-options and practices.

According to a survey included in the Element Eco-Travel Index, a new index of green travel habits among frequent travelers commissioned by Starwoord’s Element Hotels, nearly 78% of respondents are mindful of energy and water conservation. However, over 41% insist that their “vigilance” is “due to the economy, while just 28% claim it’s “due to the environment.”

Eco-conscious habits tend to slide while on the road

The Element Eco-Travel Index reveals that while almost half of frequent travelers claim to “always” recycle glass and plastic at home, that number slides to 36% while traveling.  As for water conservation, 34% limit water consumption at home, while only 20% follow suit while traveling. Only about one-third of travelers surveyed consider themselves “outstanding” in their personal “green programs,” with most feeling more like “green beginners.”

“Whether they’re motivated by saving money or saving the planet, travelers clearly want the opportunity to follow green practices on the road,” said Brian McGuinness, senior vice president of specialty select brands, Starwood Hotels & Resorts Worldwide, Inc. “That’s why we built green choices into the Element guest experience. The more accessible, intuitive, and enjoyable green options are, the more travelers are going to embrace them.”

Among other findings in The Element Eco-Travel Index, which polled 1,008 people who had stayed in a hotel at least three nights in the last twelve months and usually spend at least $100 per night on a hotel room:

• Over 65% of respondents are more likely to change sheets and towels daily in a hotel versus in their home.
• Women tend to take “green habits” on the road more than men do.
• At home, just under 35 percent of travelers said they always conserve energy by lowering the thermostat, but just 25 percent say they do the same on the road.

Travelers need greener options

Obviously, these numbers do not look all that positive. It would be a sure-bet to say that travelers – frequent or not – need to be made more aware of the “green” choices available from place to place. Product marketing, certification expansion and eco-destination promotion are all key elements of building a greener, cleaner travel market.

Eco-options need to play to travelers’ bottom line, as evident in the Element Eco-Travel Index. Unfortunately (and especially) in today’s economy, one kind of green tends to take precedence over another.

Tagged as:

economy, ELEMENT Hotels, Hotels, marketing, money, Starwood, travelers