Today's travelers aren't just better-educated and better-informed, they're more concerned than ever about adopting responsible practices around their personal journeys. The upshot is that these savvy travelers actively seek out experiences and accommodations that are in alignment with their values — especially as they pertain to environmental and sustainability practices

There are compelling reasons behind this trend. First, heightened awareness of climate change and its global consequences has prompted individual adventurers to make more responsible choices. Travelers understand that their trips can leave significant ecological footprints, and they want to minimize these impacts.

Second, as travelers learn more about the socio-ecological impacts of travel, they recognize that supporting eco-friendly travel goes beyond simply choosing hotels that claim to reduce environmental harm (e.g., recycling, reducing waste, conserving water, etc.). It's important to travelers that a hotel's values also contribute to local communities and economies. Such sustainability practices resonate with travelers who want authentic and fulfilling experiences that also have a positive impact.

Being aware of the challenges

With global tourism increasingly coming under scrutiny by environmental watchdog groups, today's guests seek to immerse themselves in their chosen destination's unique character, while still knowing they are contributing to its preservation. This type of engagement is increasingly valued over generic activity and accommodation options that lack a sense of place or accountability.

In short, the modern traveler's emphasis on environmental and sustainability practices in hotels represents a profound shift towards responsible tourism. So, it's in each hotelier's best interest to consider the implications of this movement.

Identifying your guests

The process begins by identifying your target demo: the eco-conscious traveler

Hoteliers can (and should) harness the wealth of data at their disposal to identify sustainability-minded travelers as potential guests via a multifaceted approach. First, by analyzing booking histories and preferences, it becomes feasible to identify patterns (such as the selection of environmentally friendly room options, or requests for sustainable amenities like towel reuse programs). Further, hotels can utilize loyalty programs to track and reward thoughtful behaviors, then offer incentives for guests who opt for environmentally conscious choices during their stay.

Data collected through surveys and feedback forms can also provide crucial insights into guests' sustainability preferences, allowing hotels to tailor their offerings accordingly. Monitoring online reviews and social media platforms for mentions of sustainability and green initiatives is another great way to help identify this category of guest. Leveraging data from partnerships with eco-conscious organizations or certifications like LEED can further pinpoint travelers interested in sustainability.

Additionally, collaborating with environmentally mindful travel agencies or platforms can help hotels target a niche audience with a strong commitment to eco-friendliness. By employing data-driven marketing strategies and personalization techniques, hotels can better connect with sustainability-minded travelers and foster their loyalty while simultaneously promoting their environmental initiatives. Overall, data-driven approaches enable hotels to identify and cater to guests who prioritize sustainable and environmentally responsible travel experiences, ultimately aligning their business practices with the growing demand for green and eco-conscious travel options.

When you target your message to the right segment, you can amplify your hotel's green credentials among those most likely to make decisions based on sustainability. The rich data in your guest profiles can lead you to similar guests and can help you assess which messages to target with which demographics.

Tailoring your marketing to attract your audience

There are several ways your hotel can proactively market to travelers with an eye for green travel. Among them:

• Review property- and room-level descriptions across channels. Include relevant eco-focused keywords as applicable (e.g., “energy-efficient,” “hypo-allergenic,” “chemical-free” etc.) as they may influence booking decisions.
• Create a sustainability hub on your website. A recent study indicates that 82% of consumers say they expect companies that make environmental commitments to share their results. So, it pays to outline your commitment, note progress, and track performance on your website and marketing materials.
• Employ niche distribution. List your hotel as an eco-hotel on relevant channels, such as Bee+Hive's sustainable hotel platform and TripAdvisor's GreenLeaders. There are many natural places to connect with like-minded guests.
• Chronicle your hotel's journey on a sustainability blog. Eco-conscious travelers value authenticity. So, a "doing the work" approach to environmental mindfulness will go a long way to show that your hotel's approach holds up. These posts could include content like progress reports, local community news, interviews with local farmers, and other content that appeals to a green sensibility. 
• Leverage social media. Don't beat consumers over the head with constant updates but do make ecological mindfulness a consistent piece of your overall marketing messaging. At regular intervals, schedule content related to each part of your green initiatives — whether it's linen/towel reuse, waste reduction, or energy efficiency, brainstorm visually creative ways to share those stories.
• Create wellness packages. Put together bundles that are tailor-made for promotions via targeted digital marketing. You can even infuse sustainable ingredients and local products into your restaurant, rooms, and spa to subtly emphasize your hotel's sustainability mindset.

More points to consider

1.) The three pillars of sustainability: Environmental, Social, and Economic sustainability represent the cornerstones of responsible tourism for the eco-conscious traveler, so striking a balance among these pillars is key to creating a sustainable accommodation experience. Ultimately, guests want to know that their lodging is responsible toward its surroundings, expenditures, and culture.

2.) Growing demand: According to a recent joint report from the World Travel and Tourism Council (WTTC) and the Trip.com Group, 69% of travelers actively seek sustainable travel options — and this number is on the rise. Due to this, hoteliers should take careful note of this demand and embrace sustainable practices to attract these eco-conscious guests.

3.) Gen-Z's environmental awareness: According to the same report, 56% of GenZ tourists (the fastest-growing demographic among travelers) are willing to pay a premium for experiential travel options that demonstrate strong environmental principles. This includes their choices of airlines, local tour companies, dining, and accommodations. Hoteliers can tap into this demographic by adopting eco-friendly initiatives.

4.) Impact of climate change: Increasingly, the ever-changing realities represented by climate change are having a marked influence on travelers' decisions on when and where to go on their adventures. Hoteliers can — and should — adapt by offering climate-conscious experiences, sustainable amenities, and authentic "green" initiatives.

5.) Promote sustainable destinations: When promoting their properties, it's in a hotelier's best interest to highlight eco-friendly area attractions, local environmental initiatives, and sustainability efforts (especially their upper-funnel advertising) to attract sustainability-conscious travelers.

6.) On-property engagement: It's also a good idea to incorporate environmental themes and practices into the guest experience. Showcasing on-site sustainability efforts greatly enhances the appeal of the stay for both prospective and returning guests with an environmentally conscious mindset.

7.) Ethical considerations: Eco-conscious guests don't just want to feel comfortable and well attended to. They want to be able to feel good about when, how, and where they stay. So, it's a good practice to weave ethical/environmental considerations into hotel offerings to better align with traveler preferences and long-term sustainability goals.

8.) Transparency is key: Perhaps most importantly, environmentally conscious travelers feel as though these trends should be the norm rather than the exception. These guests are most comfortable when they don't need to research seemingly "hidden" options too deeply or heavily in order to easily find sustainable hotel choices. So, hotels should make their eco-friendly initiatives clear and easily accessible to guests.

Parting thoughts

In today's digital/global age, generalized "environmental" claims in a hotel's marketing efforts are no longer enough. Instead, it's becoming crucial to emphasize how a guest's choice to stay with you directly contributes to worldwide sustainability practices. This level of transparency not only educates guests but also empowers them to make responsible choices, better aligning their travel experiences with their values. If you'd like to learn more about how to market your sustainability strategy, contact us at info@cendyn.com or schedule a demo.