Luxury travelers of all ages are more environmentally aware seeking hotels that are applying sustainable practices, according to a survey carried out by CSR (corporate social responsibility) consultants Bouteco.
According to the #StopThinkDiscuss – Bouteco Trend Report, 66 percent said sustainability is an important factor when choosing a resort with the rate in Europe even higher at 90 percent.
At the same time however, holidaymakers said they did not want to cut back on comfort with 42 percent saying they would be willing to pay more to stay in a sustainable hotel as long as it did not compromise on luxury or comfort.
Interestingly, wealthy senior travelers found environmental issues to be more important while younger consumers focus more on social and community issues.
Sustainability certification was also a main factor when deciding on accommodation, particular for European travelers, with 40 percent saying it is “very important” and 65 percent of those aged 24 and under saying it is “important” or “very important”.
“Through Bouteco’s survey we were delighted to discover that ethical consumption is not the reserve of millennials; when it comes to travel, all age groups are turning towards more responsible and authentic experiences,” said Holly Tuppen co-founder of Bouteco.
“We hope that our report persuades the luxury hospitality sector that there’s never been a more prudent time to implement and promote sustainable and social initiatives,” Tuppen added.