Background

In the 1st CMIGreen Traveler Survey (2009) we asked, what is green travel? The absence of consistent environmental standards has left it to suppliers to define sustainable practices. What we have found in our 2nd CMIGreen Traveler Survey, however, is that it is ultimately up to the consumer to decide what green travel is, and that they define their purchasing motivations. Hotels, restaurants, airlines, cruise lines and rental car companies are all implementing new products, services, systems and brands that they think will satisfy the green (aka sustainable, socially responsible) traveler. In the year between our first and second survey, we can see that some of those initiatives have born fruit, while others are dying on the vine. But the theme that this year’s respondents strongly suggest that it is easier for individual travelers to seek out and adopt more environmentally friendly behavior — as our respondents have this year — than it is for travel suppliers and large corporations.

Some travel companies and industries are doing a commendable job at greening their operations, of course; green travelers recognize that, and award them their business. And since environmental and resource realities virtually guarantee that green travel is anything but a passing fad, every segment of the travel industry is moving towards a goal of more sustainable products and services — if slowly.

At this early, transitional stage, the variety of “green” travel brands, claims, messages and environmental tourism certifications can be confusing. Green travelers, too, come in every shade, from business travelers looking for airport hotels that let them recycle to voluntourists eager to help scientists in the rainforest. Caveat emptor is the saying, however — buyer beware. Whatever their definition of sustainable travel, green travelers seem to understand that they must be as informed and proactive as the companies they travel with — if not more so.

The CMIGreen Green Traveler Study is a cooperative initiative among leading tourism/hospitality industry organizations and media.

Update

Research experts at CMIGreen have conducted their second annual comprehensive Green Traveler Study. The study pulls together detailed information and insights about the environmentally-aware travelers who make up the emerging green travel market, providing sustainable travel leaders with the knowledge they need to anticipate challenges and convert opportunities as the industry continues to evolve.

In 2010, the Green Traveler Study asked over 950 “eco-conscious” travelers

• How do they travel, and how much?
• What does “sustainable” or “green” travel mean to them?
• How environmentally conscious are their purchasing decisions when not traveling?
• What drives their interest in green travel options and destinations?
• Will they pay a premium for sustainable choices?
• Is there a gap between their intentions and their behavior?
• What do they expect from green travel brands? How do they view green branding and messaging? What gives them trust — or makes them skeptical?
• How deep is their commitment to green travel, and how far will they take it?

We analyzed their responses in light of changes from our 2009 survey and report, to shed light on the apparent trends: how green travel “niche market” preferences might be changing. Leveraging these insights into who their customers really are, brands that can communicate a clear, green identity and back it up with solid environmental practices will emerge as winners in the increasingly important sustainable travel market.

Methodology

The CMIGreen Traveler Report is the most comprehensive study on green travelers. 2,768 adults from across the USA were surveyed on sustainable travel by Community Marketing, Inc. from July 15 through August 31, 2010. This report focuses the 951 respondents who consider themselves to be “extremely” or “very” eco-conscious and who took at least one overnight vacation in the past year. The study marks and measures key trends in sustainable, responsible, eco and green travel: considering greener travelers as a viable and increasingly important niche market. The survey panel is not intended to reflect national census data or distribution. This year’s panel of 2,768 consists of subscribers derived from last year’s survey (which was derived through partnerships with more than 20 tourism, hospitality and sustainability companies and organizations), supplemented with new partner organization members, as well as panelist contributions recruited from Travelocity, RCI, Gap Adventures, and others.

To receive a complimentary pdf copy of the 150+ page report, simply email your request to: report@CMIgreen.com. Include your name, title and organization. You will receive a link to download the pdf of the report, plus updates to the study and announcements about future initiatives.

Thomas E. Roth, President
Community Marketing, Inc. / CMIGreen
tom@cmigreen.com