Study Shows Guests Think Kimpton Has Best Green Brand
Based on questions added to the Market Metrix Hospitality Index survey, performed by Market Metrix LLC, guests weighed in on the importance of green initiatives and which brands in their eyes have the best green programs.
As more hoteliers get on board the sustainable operations movement, their efforts are not only improving the environment, but cutting their electricity costs and other expenses. Based on the survey, “Eco-friendly” or "green" initiatives are most compelling to Luxury hotel guests with 20% of these travelers claiming these programs are “Very Important” when selecting a hotel.
Least affected by these program are guests in the Midscale w/o F&B segment (9% consider these programs “Very Important”). Therefore, it appears that customers who can afford to care about green are more willing to change their behavior. Across all hotel segments 12% of guests rate these programs “Very Important” when picking a hotel. This level of general market acceptance signals an opportunity for brand differentiation, especially among lower priced hotels.
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