by Glenn Hasek
November 17, 2011 04:41
When it comes to measuring the importance of third-party green certification in the lodging industry, little research has been done--especially as it pertains to leisure and business travelers. Yes, some research has shown that travelers, given a choice between a green hotel and a non-green hotel, most often would choose the green hotel. And, some research has shown that meeting planners by far are seeking out green meeting destinations. But would the fact that a property is green certified make a difference? Again, little research has been done. What research there is has shown that almost all U.S. travelers don't even recognize the brands of the organizations that green certify lodging establishments.
While not a lodging-specific survey, Diversey just released the results of a study that found that 70 percent of U.S. adults agree that environmental certification of a company’s facility by a third-party organization such as the U.S. Green Building Council would enhance their opinion of the business. Diversey’s study, conducted by telephone by Harris Interactive on behalf of Diversey between October 28 and October 31, 2011, surveyed a random sample of 1,016 U.S. adults regarding the impact of environmental building certifications on Americans’ opinion of a business. The survey found that 69 percent of U.S. adults agree that they would prefer to work in a facility that has been certified by a third-party environmental organization; 64 percent of U.S. adults agree that they would prefer to patronize a business whose facility is certified by a third-party environmental organization; 49 percent of U.S. adults feel better about doing business with a company whose facility is certified by a third-party environmental organization; and 48 percent of U.S. adults indicated that third-party environmental certification of a facility improves the image of a company.
The survey also reveals differences by gender, region and age: Women are more likely than men to say they would prefer to work in a facility that meets third-party environmental standards. U.S. adults in the West are more likely than those in other regions of the United States to say third-party green certifications make them feel better about doing business with or working for a company. Younger adults, ages 18 to 54, are more likely than those ages 55 and older to agree that third-party environmental building certifications enhance their opinion of a business, and younger adults, ages 18 to 54, are more likely than those ages 55 and older to agree that they would prefer to work in a facility that meets third-party environmental certification standards.
For complete survey methodology, including weighting variables and subgroup sample sizes, contact Mark Goldman at news@diversey.com.
