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.
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
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.
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.
In order to help disseminate this important market intelligence throughout the tourism and hospitality industries, please forward the above information and link to your colleagues, so they can get copies of the report as well.
CMI Green, a division of Community Marketing, Inc. • 584 Castro St. #834 • San Francisco, CA 94114-2512 USA