Appears that green travel concepts have a way to go. While U.S. travelers are more familiar with sustainable travel terminology, they are unwilling to pay more for eco-friendly travel options according a consumer survey co-authored by the U.S. Travel Association (USTA) and Ypartnership. According to the quarterly survey of Americans, only 9% of consumers say they are willing to pay more to use travel service suppliers that offer eco-friendly options for travelers.
- Consumers believe travel service suppliers should be good stewards of their environment and over half (54%) believe that individuals themselves have the greatest responsibility for preserving and protecting the environment.
- Six out of ten (58%) travelers say they believe that environmental programs by travel service suppliers could have a positive effect on the environment.
- 51% of consumers will continue to patronize “green” travel service suppliers regardless of an economic downturn. In fact, nearly half (48%) of travelers say that continuing to support environmentally responsible travel service suppliers is a necessity, even in an economic downturn.
- 29% say it is easy to find out about environmental policies and initiatives of travel service suppliers.