Customer perception of sustainability
The transition to a more sustainable lifestyle requires the active participation of all actors in society, including consumers, who are increasingly demanding greater responsibility from companies. According to the Sustainability Sector Index 2023 based on 32,000 interviews conducted in 42 sectors and 33 countries, 50% of people have already tried, used or are willing to try brands with a positive environmental or social impact, while 63% have reduced or stopped buying products with negative impacts.
The report Kantar Sustainability BrandZ 2022 highlights that the most sustainable brands increased in value by 31% over the previous year, outpacing the growth of the 100 most valuable brands globally. In addition, 67% of consumers believe that companies have a high responsibility in sustainability, while 43% demand concrete commitments towards net zero emissions targets in their operations and supply chains.
Sustainability in the tourism and hotel sector
Sustainable tourism is consolidating as a key strategy for the hotel sector. According to the report Sustainable Travel 2024 report, 74% of Spanish tourists want to travel more sustainably in the next 12 months, four points higher than the previous year's figure. Sustainable practices benefit the planet, attract conscious users and increase the profitability of business owners.
These initiatives include the reduction of carbon emissions, the efficient use of natural resources, waste management, the use of recyclable materials and support for the local economy. Major hotel chains in Spain have adopted measures such as the reduction of plastics and the installation of energy efficiency systems, responding both to global trends and to the expectations of Spanish and foreign tourists.
Sustainability factors valued by customers
There are several sustainability factors that customers especially value in the tourism and hotel sector:
1. Reduction of plastics and waste management: travelers stress the importance of minimizing the use of plastics, according to a study by Eurostars Hotel Company.
2. Energy efficiency and renewable energies: the preference for accommodations that use renewable energies and efficient energy systems is becoming increasingly important.
3. Support for the local community: 48% of tourists prefer hotels that encourage the consumption of local products and hire staff from the region, valuing authenticity and the positive impact on local communities.
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Impact of sustainability on customer loyalty
Sustainability has become a key factor in fostering customer loyalty in the hotel industry. According to Bain & Company (2022), 58% of tourists who observe responsible practices in a company are more likely to return. In addition, 49% of tourists in Spain say they would recommend a hotel with sustainable initiatives over one that does not, highlighting the role of sustainability in loyalty and word-of-mouth promotion.
Challenges in the implementation of sustainable practices
Despite its benefits, adopting sustainable practices faces significant challenges. Greenwashing, or the use of misleading messages about sustainability, generates distrust. According to Kantar, 52% of people have encountered false information about brand sustainability, underscoring the need for certifications. In fact, 40% of Spanish travelers prefer accommodation certified as sustainable, according to Booking.
Another challenge is the initial cost of sustainable technologies, such as solar panels or waste management systems, becoming a barrier for small and medium-sized companies. However, studies such as Kantar's show that companies that adopt sustainable practices increase their long-term value.
The keys to sustainable tourism
Sustainability has established itself as an essential factor in the tourism and hotel sector in Spain, where customers increasingly value the environmental and social commitment of companies. Sustainable practices improve customer perception, foster loyalty and justify higher prices, becoming a key differentiation tool in an increasingly competitive market.
To take advantage of this shift in demand, companies must implement authentic and transparent sustainable practices, avoiding greenwashing and prioritizing real measures. Sustainability is not a fad, but a structural change that is shaping the future of tourism, responding to social demand and actively contributing to environmental protection.
Sustainability is more than a trend, it is a structural change that is transforming tourism towards a more responsible and conscious future.
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