MindClick SGM released the results of its ACTE (Association of Corporate Travel Executives) Sustainability Research Study this past week (see article). The purpose of the study was to better understand travel executives’ interest in green hospitality and what role sustainability plays in their procurement decisions. The online survey was conducted in July 2010 using U.S. and Canada based ACTE members. Survey respondents represented many different industries and managed travel budgets less than $10 million (31 percent of respondents), $10 million to $50 million (38 percent of respondents) and more than $50 million (31 percent of respondents). According to JoAnna Abrams, CEO of MindClick SGM, 5,000 ACTE members were targeted and 107 responded—a response rate of about 2 percent. While the response rate was what I consider to be low, some of the survey findings are worth discussing.
The most interesting result from the survey is that 72 percent of the respondents who consider themselves to be green travel buyers (about 50 individuals) have implemented or are in the process of implementing policies/programs/scorecards requiring green/sustainability information from travel suppliers. Hotel companies that have not yet prepared for this inevitable step need to wake up. Last year, Procter & Gamble unveiled its Supplier Environmental Sustainability Scorecard for key suppliers. The company is giving them a year to prepare their data. Kaiser Permanente is another company that announced that it will require its suppliers to complete a Sustainability Scorecard. The survey found that companies with larger corporate travel budgets are more likely to collect sustainability information from hotel suppliers.
Survey participants were asked to choose to do business with either of two hotels. The first hotel—Hotel A—had earned green hotel certification and implemented programs to reduce greenhouse gas emissions, maximize efficiency of water and energy, and reduce waste. The second hotel—Hotel B—had no certification, had implemented the same efficiency and waste programs, but also had implemented a supply chain program to facilitate purchases of sustainable FF&E (furniture, fixtures and equipment) and OS&E (operating supplies and equipment) from companies engaged in corporate-wide sustainability initiatives. An overwhelming 79 percent chose to do business with the hotel that had green FF&E and OS&E initiatives in place. Yes, green hotel certification is important but travel executives apparently want to reward first those companies whose sustainability initiatives are not only in house but throughout the supply chain.
One more note on Hotels A and B: According to the survey, about one-third of the respondents said they would be willing to spend more to stay at Hotel B—a finding similar to other surveys that have asked a “pay more for green” question.
Minimal Mention of LEED
Less than 2 percent of survey respondents mentioned LEED when asked to define hotel sustainability. Other surveys have also shown that most people outside of the lodging industry do not recognize building or operations certification programs, so I was not surprised by this. Interestingly, another online publication, Environmental Leader, played this up in the lead paragraph of its article on the survey. There was no reason to give it so much play.
More than half of all respondents indicated their company is currently implementing or planning on implementing a program to “green” business travel. This comes as no surprise as the Canadian government, U.S. government, private and public corporations, and the meeting planning community have all been pushing green travel, green hotels and green meetings for years now.
The survey found that companies responsible for the largest travel budgets are more likely to have green business travel programs in place or in development. No surprise here. This makes sense as companies with more dollars to spend are more able to task individuals with planning green travel programs.
Finally, survey respondents were asked which three hotel brands they perceive to be the leaders in sustainability. No single hotel brand emerged as the leader. Other surveys have also shown that hotel companies are doing a poor job marketing their sustainability programs.
All in all, the MindClick SGM survey provided some interesting tidbits. It is unfortunate that the other approximately 4,900 people contacted for the survey chose not to participate.
See You in Orlando or Portland, Oregon?
I will be attending The NAFEM Show in Orlando on February 10 (see www.thenafemshow.org) and will be exhibiting at the Green Meeting Industry Council’s Sustainable Meetings Conference in Portland, Oregon from February 20 to 23. The event will take place at the Portland Doubletree Hotel. To register for the conference, go to www.sustainablemeetingsconference.com.
Advertising Opportunities
Green Lodging News is accepting reservations for advertising spots in 2011. Several new slots have opened up on the Green Lodging News website—two skyscraper ad spots on the right hand side of the site, the home page bottom banner ad spot, and the Featured Product ad spot in the weekly newsletter and in the lower center area of the home page. Be sure to contact me as soon as possible at (440) 243-2055, or by e-mail at editor@greenlodgingnews.com if you are interested in these ad spots. There are also many Green Supplier Spotlight dates available, and other spots on the website and in the weekly e-newsletter. The 2011 media kit is available by request or by clicking here. Thank you to all of those companies that consistently support Green Lodging News.
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