New Chinese University of Hong Kong study shows what eco-conscious travellers really want

A recent study by the Chinese University of Hong Kong (CUHK) Business School revealed what today’s environmentally-aware travellers really want in their travels.

The study shows that Asian and younger travellers value tangible eco-friendly actions and measures, while Western and senior travellers place greater importance on eco-certifications.

Research for the study titled How Eco-Certificate/Effort Influences Hotel Preference was conducted by professors Lisa Wan and Elisa Chan, together with doctoral student Xue Nan from the CUHK School of Hotel and Tourism Management. 

The study was based on the implicit theory of intelligence which explains two prominent cognitive decision habits: entity and incremental. 

People with entity decision habits tend to focus on the outcome, while people with incremental decision habits are more likely to pay attention to efforts and intermediary processes.

When deciding on lodging, travellers with an entity decision habit lean towards hotels with eco-certificates as they value formal recognition and status. 

On the other hand, people with an incremental decision habit tend to prefer hotels that highlight their eco-efforts as they appreciate specific actions being taken.

Relevant findings

The primary touchpoints uncovered by the study are as follows:

• Cultural and generational differences: Asians and younger travellers prioritise visible eco-efforts, while Westerners and older consumers favour eco-certifications;
• Decision-making styles: Travellers who focus on processes prefer hotels showcasing eco-efforts, while those who focus on results prefer hotels with formal eco-certifications; and
• Targeted marketing strategies: Hotels should tailor their promotions based on guests’ cognitive preferences to achieve the most effective communication of their environmental achievements.

Previous studies indicated how both age and culture can be a proxy for decision habits. 

While Westerners and the elderly are more likely to resort to entity decision habits, Easterners and youngsters lean toward incremental decision habits. 

The team’s follow-up studies confirmed these premises, revealing that Asians and younger travellers are more likely to focus on hotels’ eco-efforts. In contrast, Westerners and elderly travellers would appreciate eco-certificates more.

Clear communication is key

Wan remarked: “Hotels need to clearly communicate their ‘green’ attributes so that travellers can recognise and understand the value of these efforts.” 

She went on to explain that some hotels in the US did not experience a performance boost despite having eco-certificates, likely because many travellers are unaware of their sustainable practices during the search and booking stages.

Wan concluded by saying: “To address these challenges, hotels are advised to present their green initiatives effectively at the booking stage, identifying and targeting the dominant cognitive decision habits of the guests to streamline the eco-information presentation accordingly.”

By leveraging big data and social media platforms, hotels can further segment customer groups and design targeted promotions that resonate with travellers’ ‘preferences.