Study shows guests prioritize green certification

A study examining the eco-friendly attributes guests seek in hotels found that green certification, such as LEED, was the single most influential factor.

The study, published in the August issue of the Cornell Hospitality Quarterly, used a market research technique known as conjoint analysis to determine 571 business and leisure travelers’ preferences for seven sustainable practices: recycling, shampoo amenities, lighting control, energy-efficient light bulbs, towel policy, linen policy and green certification by an outside agency. In addition to green certification, respondents — who indicated a willingness to stay in green rooms — voiced support for a refillable shampoo dispenser, energy-efficient light bulbs and towel- and linen-reuse policies.

Relatively few participants said they would pay more to stay in a green room, the study found.

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