Good to know: Report shows hotel guests prefer green

Been feeling a little blue about your eco hotel’s green initiative lately? Been wondering if all the hard work is worth it, or if you’re just spinning your wheels for nothing? Thinking about giving up because no one else seems to care about sustainable hospitality as much as you do?

Pull up a chair, my friend. Have I got some news for you!

A recently released report by those studious folks over at J.D. Power and Associates contained a big shot in the arm for eco hoteliers. The 2009 North America Hotel Guest Satisfaction Index Study showed, among other things, that green hotels made great strides in awareness, guest satisfaction and participation in sustainable programs since the previous reporting period in 2008.

For their report, J.D. Power surveyed over 66,000 guests who stayed in North American hotels between May of 2008 and June of 2009. Here are some notable findings about green lodging taken directly from the release:

Guest awareness of their hotel’s green programs increased significantly in 2009. Sixty-six percent of guests said they were aware of their hotel’s conservation efforts, up from 57 percent last year. Good job getting the word out!

A high percentage of guests took part in their hotel’s sustainability efforts. Among those guests who were aware of the green program, 72 percent said they participated in their hotel’s conservation programs during their stay, meaning they recycled or participated in the property’s linen reuse program, for example. Way to go… you and your staff are doing a terrific job of rallying the troops!

Awareness of green programs had a strong impact on overall guest satisfaction. On average, satisfaction is more than 160 points higher among guests who report being aware of their hotel’s green programs, compared with guests who are unaware of them. Awesome! You and your team have proven that implementing a green initiative doesn’t mean that the guest experience has to suffer… in fact, it’s just the opposite!

In a nutshell, this study shows that green hospitality has finally taken a firm hold in the industry, and that overall it is being done well. Your eco hotel’s efforts are starting to reap dividends, not only for the environment but also for your property’s bottom line.

So stop feeling blue. Send this document to your green team members today, and share this good green news!

Has your hotel received good guest feedback about your eco hotel’s green initiative? Tell us about it at info@EcoGreenHotel.com and we may feature it on our website or in our newsletter!

EcoGreenHotel.com offers a marketplace for green hotel products and services and provides a one- stop venue for green hotel news, basic environmental overviews and other tools like green hotel checklists, project ideas, book lists, and valuable links designed to promote a more sustainable hospitality industry.

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