U.S. travelers are more familiar with sustainable travel terminology than they were two years ago but remain unwilling to pay more for eco-friendly travel options, according to the July travelhorizons, the quarterly consumer survey co-authored by the U.S. Travel Association and Ypartnership.
"Although consumers are reluctant to pay more to support green travel service suppliers, they are definitely paying attention to those who are green, even in this down economy," said Peter Yesawich, chairman and CEO of Ypartnership. "Travel service suppliers should therefore continue to adopt green practices that have a minimum impact on consumers' wallets."
The percentage of American travelers who consider themselves "environmentally conscious" has not changed since 2007 (78 percent). However, there has been a remarkable increase in the percentage who report familiarity with the term "carbon footprint" (from 12 percent in July 2007 to 54 percent in July 2009).
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