In early 2012, MindClick SGM partnered with leading internet travel service Expedia to conduct an online research study of consumer attitudes toward sustainability in hotel properties. The survey of 5,000 Expedia consumers across demographic lines was intended to determine consumer definitions of sustainability for hotels, identify the relative importance of specific hotel sustainability strategies, measure awareness and response to these strategies, and determine the impact on brand/property perception and the hotel selection process.

Designers have long sought to demonstrate the value of design to their customers on any level, and actually quantifying that value is something like the Holy Grail. Now MindClick CEO JoAnna Abrams believes that the results of the MindClick/Expedia research can help draw a direct link for hotel owners and operators between sustainable design strategies and improved business results-thus ramping up sustainability efforts in a market sector that has undeniably lagged behind in the environmental movement.

A majority of respondents to the MindClick/Expedia survey ranged in age from 40 to 65 years, are college-educated, and report a household income of $75,000 or more, and travel for business, leisure, or both and primarily stay in full-service economy, limited-stay economy, and resort properties. Their attitudes about sustainability are consistent with those of the broader U.S. market, with 57% saying they are very or extremely concerned about climate change. Two out of three believe that hotels need to be more sustainable and 75% define sustainability in hospitality as “hotels that are built, furnished, and operated in ways that are better for the guest, better for the community, and better for the planet.” The top strategies that define “better for the guest, better for the community, and better for the planet” are energy efficiency, water conservation, and waste reduction according to 66% of respondents and the purchase of products that are made sustainably, according to 52% of respondents.

According to the results of the study, many consumers will take environmental factors into consideration when selecting a hotel. For example, following the typical factors of cleanliness (95%), quality of service (87%), and sleep quality (86%), 59% of respondents ranked indoor air quality—a key element of sustainability—as important to their selection decision, indicating that sustainability factors do present an opportunity for hotel properties to distinguish themselves from the competition. Furthermore, 80% of respondents recollect sustainability communications at a hotel property visited in the last year. Consumers also connect room furnishings and finishes to health, well-being, and environmental responsibility. Among respondents, 74% say the mattress, 69% say the carpet, and 66% say the paint can contribute to the design of healthier rooms, and 85% say light bulbs, 83% say plumbing fixtures, and 72% say lamps can contribute to the design of rooms that are better for the environment.

At the bottom line, 93% of respondents said they would choose a hotel that implements and promotes sustainable purchasing vs. a hotel that focuses solely on sustainable operations, and 75% indicated they would have a more positive impression of a hotel that follows sustainable purchasing practices—suggesting that hotels might leverage sustainable design strategies to gain competitive advantage.

For a more in-depth look at the study, click here.

Heading to HD Expo? Join JoAanna Abrams and a panel of design experts for Leveraging Consumer Attitudes Toward Sustainability in Hospitality on Tuesday, May 15 at 2pm PST in the Interface Hospitality booth - 2631.

MindClick CEO JoAnna Abrams is discussing different aspects of the MindClick/Expedia survey results at several thought leadership activities during HD Expo in Las Vegas, May 15-17. One of these will take place at the InterfaceHOSPITALITY Booth (#2631) on Tuesday, May 15 from 2:00 to 3:00 pm, when Abrams will moderate a dialog between hospitality designers Carolyn Auger of Blackdog Studio in Atlanta, Stina Funch of HBA in Los Angeles, and Billie Thorne of CMMI in Atlanta, focused on the role of the A&D community in helping their clients achieve improved business results through a focus on sustainable design in their hotel/motel properties.