The survey was not hospitality-specific but the results apply to our industry. What I am referring to is Nielsen’s recent online “Doing Well by Doing Good” poll of 30,000 consumers that sought to learn how passionate consumers are about sustainable practices when it comes to purchase considerations, which consumer segments are most supportive of ecological or other socially responsible efforts, and the social issues/causes that are attracting the most concern.
According to the survey, more than half (55 percent) of global respondents said they are willing to pay extra for products and services from companies that are committed to positive social and environmental impact—an increase from 50 percent in 2012 and 45 percent in 2011. Regionally, respondents in Asia-Pacific (64 percent), Latin America (63 percent) and Middle East/Africa (63 percent) exceed the global average and have increased 9, 13 and 10 percentage points, respectively, since 2011. While a willingness to pay extra for sustainable products and services is comparatively lower in North America (42 percent) and Europe (40 percent), both regions show an increase in purchasing sentiment from 2011, rising 7 and 8 percentage points, respectively.
If you are not currently targeting Millennials with your marketing efforts, you had better wake up. Among global respondents in Nielsen’s survey who are responsive to sustainability actions, half are Millennials (ages 21 to 34): they represent 51 percent of those who will pay extra for sustainable products or services. Twenty-five percent of Generation X (ages 35 to 49) and 12 percent of Baby Boomers (ages 50 to 64) are responsive to sustainability actions.
What causes appeal most to consumers? The top causes (of the 20 included in the study), for which 50 percent or more global respondents indicate extreme concern, include: increasing access to clean water, improving access to sanitation, eradicating extreme poverty and hunger, combating non-communicable diseases, ensuring environmental sustainability and reducing child mortality.
Purchasing Frequency Addressed in Study
More than half of global respondents (52 percent) said they had purchased at least one product or service in the past six months from a socially responsible company, with respondents in Latin America (65 percent), Asia-Pacific (59 percent) and Middle East/Africa (59 percent) exceeding the global average. Four in 10 respondents in North America and Europe said they had made a sustainable purchase in the past six months.
A good portion of Nielsen’s survey applied to retail products and how they are labeled. Try to think of your lodging establishment in a similar manner and how it is “labeled” or “packaged” for consumers. Perhaps your label or package is your website or a printed brochure, a video or some other presentation presented to a prospective customer. According to the survey, for more than half of global respondents (52 percent), purchase decisions are dependent on the packaging, as these respondents say they check the labeling first before buying to ensure the brand is committed to positive social and environmental impact. Sustainable purchase considerations are most influenced by the packaging in Asia-Pacific (63 percent), Latin America (62 percent) and Middle East/Africa (62 percent) and to a lesser extent in Europe (36 percent) and North America (32 percent). These types of results certainly strengthen the case for green certification and the labeling and packaging opportunities that go with it.
In addition to paying particular attention to how you market to Millennials, this study also proves the importance of emphasizing your property’s green attributes to international travelers from Asia-Pacific, Latin America, and Middle East/Africa who are most likely to “get” your sustainability message.
Green Lodging News Adds UniMac Case Study to Website
Green Lodging News has added a UniMac case study to its website. The case study focuses on the Vinoy Renaissance St. Petersburg Resort & Golf Club in St. Petersburg, Fla. and its use of UniMac on-premises washer-extractors and tumble dryers. The hotel upgraded its laundry equipment in 2011 with the assistance of equipment consultant Jason Downey of Southeastern Laundry Equipment. Following an extensive evaluation of the Vinoy laundry facility, Downey and Southeastern developed a plan recommending the right size low-maintenance UniMac equipment to best fit the department’s needs.
“Every laundry is different; in Vinoy’s case, the staff does more pounds of laundry than most hotels their size, and handle many high-end types of linen,” Downey noted.
To reliably serve the Vinoy’s needs, Downey recommended installing washer-extractors with a smaller capacity than the old machines while improving throughput by increasing the overall number of washers from three to six. The resort accepted the recommendation and Southeastern installed five 150-pound high capacity UW washer-extractors and one 60-pound mid-performance UW washer-extractor, as well as four 170-pound ultrafast UT tumble dryers.
Click here to access the case study.
Who is Your Sustainability Champion?
Green Lodging News is always looking to profile sustainability champions in our Personnel Profile section. If you would like to nominate someone for this section of Green Lodging News, contact me at (813) 510-3868, or by e-mail at editor@greenlodgingnews.com.
Looking for Guest Columnists
Every two weeks Green Lodging News posts a new guest column on its website. (Click here for examples.) The guest column also appears in the weekly e-newsletter. Green Lodging News is currently in need of industry experts to contribute occasional guest columns. Experts may include consultants, architects, designers, suppliers and those who own or operate green lodging establishments. Columns may be articles that take a stance on a particular subject or be strictly educational in nature. Columnists benefit by having their photo included along with a one paragraph description of their company. Interested in writing a column? Contact Glenn Hasek, publisher and editor, at (813) 510-3868, or by e-mail at editor@greenlodgingnews.com.
Planning Advertising for 2014?
Green Lodging News is accepting reservations for advertising spots for 2014. Many excellent spots are available on the website and in the weekly e-mail newsletter. Many Green Supplier Spotlight dates are also available. Interested in receiving a 2014 media kit? Be sure to contact me as soon as possible at (813) 510-3868, or by e-mail at editor@greenlodgingnews.com. Media kits can also be accessed by clicking here. Thank you to all of those companies that consistently support Green Lodging News.
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