A collaborative report by Accor, Booking.com and the University of Surrey presents innovative strategies in the hospitality sector to engage travelers in adopting sustainable behaviors by analyzing their emotional and physiological responses to sustainability messages.
Accor, Booking.com and the University of Surrey have co-authored a comprehensive report on encouraging travelers to adopt more sustainable behaviors. The study’s findings are based on analyzing 24 traveler interviews, a journey analysis of 22 additional travelers, and rigorous lab-based behavioral research with 67 participants.
Most modern travelers (83%) consider sustainable travel crucial, with 67% feeling motivated to embrace more responsible practices when they see them implemented. Accor and Booking.com partnered with the University of Surrey to address this demand, applying academic meticulousness to an innovative research protocol. This protocol used advanced technologies like eye tracking, galvanic skin responses and facial analysis software to study participants’ emotional and physiological responses, providing valuable insights into how sustainability messaging can impact travelers’ behavior.
This collaboration aimed to provide marketing and communication experts with insights that engage guests in sustainability efforts. By openly sharing this research, the partners hope to inspire global brands and independent properties to craft narratives that encourage guests to participate actively in sustainable practices.
The report titled “Engaging Travellers to Embrace More Sustainable Behaviours”, serves as a tool for change in the hospitality sector, presenting four key strategies:
1. Highlight Sustainability Practices: The report emphasizes the need for clear communication about sustainable practices. Showcasing credible actions such as energy conservation and waste reduction helps guests make informed decisions and feel empowered to contribute positively during their stay.
2. Balance Pleasure and Comfort: Sustainability is sometimes perceived as less enjoyable or restrictive. To counter this, the report suggests framing sustainability regarding pleasure and comfort. Messaging focused on comfort led to a 145% increase in guest satisfaction.
3. Empower Guests: Guests prefer informative sustainability messages over directives like “limit your water use”. Hospitality providers should encourage guests to make informed choices by sharing resources like local transit information, fostering a sense of responsibility and helping align their choices with their values.
4. Help Guests Maintain Sustainable Habits: Travellers value sustainable habits while traveling. Messaging that evokes feelings of “home” fosters trust, reduces skepticism, enhances guest satisfaction, and encourages repeat visits.
In conclusion, this report offers unique insights and strategies for the hospitality sector to effectively communicate about sustainability, aiming to shape a more sustainable future for both the industry and society.
Download the report here.
