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August 2011 Cornell Hospitality Quarterly Features Study of Hotel
Guests' Preferences Regarding Sustainability in Hotels



Ithaca, NY, July 26, 2011
– A study of over 500 business and leisure travelers, which appears in the August 2011 issue of the Cornell Hospitality Quarterly (CQ), is one of only a few studies that capture leisure travelers' preferences regarding sustainability in hotels. However, the study found few preference differences between business and leisure travelers. Top on the list of features for this group of travelers was green certification.

The article, "Hotel Guests' Preferences for Green Guest Room Attributes," by Michelle Millar and Seyhmus Baloglu, is available at no charge at http://www.hotelschool.cornell.edu/research/chr/pubs/quarterly/featured/, by arrangement with Sage Publishing, which publishes the CQ on behalf of the Center for Hospitality Research at the Cornell School of Hotel Administration.

Millar, of the University of San Francisco, and Baloglu, of the University of Nevada, Las Vegas, used a market research technique known as conjoint analysis to determine the travelers' preferences for the following seven sustainable practices: recycling policy, shampoo amenities, lighting control, energy efficient light bulbs, towel policy, linen policy, and green certification by an outside agency. In conjoint analysis, consumers rate packages that offer different combinations of one or more of these seven features. The ratings are compiled to determine which sustainable practices are most important to guests.

Based on the responses of 571 business and leisure travelers, the study found that the most influential single attribute on hotel room preference for this sample was green certification, a result that has not been found in other studies. These respondents were also supportive of rooms with a refillable shampoo dispenser (also an uncommon finding), energy efficient light bulbs, and towel- and linen-reuse policies. Guests also appreciated the idea of a key card that would control all energy use in the room. Relatively few respondents agreed that they would pay more to stay in a "green" room, as found in other studies. It's worth noting that the study included only respondents who indicated a willingness to stay in green rooms and as such cannot be generalized.

About the Cornell Hospitality Quarterly

The primary objective of the Cornell Hospitality Quarterly is to publish articles that provide timely and actionable prescriptions for hospitality management practice. The articles we publish are based on important industry challenges that are examined using rigorous methods of inquiry. The content addresses a broad range of topics that are relevant to hospitality, travel, and tourism contexts.

About The Center for Hospitality Research

A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the center's 78 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The center also publishes the award-winning hospitality journal, the Cornell Hospitality Quarterly. To learn more about the center and its projects, visit www.chr.cornell.edu.

Center Senior Partners:
ASAE Foundation, Carlson Hotels, Hilton Worldwide, McDonald's USA, Philips Hospitality, SAS, STR, Taj Hotels Resorts and Palaces, and TIG Global

Center Partners:
Davis & Gilbert LLP, Deloitte & Touche USA LLP, Denihan Hospitality Group, eCornell & Executive Education, Expedia, Inc., Forbes Travel Guide, Four Seasons Hotels and Resorts, Fox Rothschild LLP, French Quarter Holdings, Inc., HVS, Hyatt, InterContinental Hotels Group, Jumeirah Group, LRP Publications, Maritz, Marriott International, Inc., Marsh's Hospitality Practice, priceline.com, PricewaterhouseCoopers, Proskauer, Sabre Hospitality Solutions, Sathguru Management Consultants (P) Ltd., Schneider Electric, Thayer Lodging Group, Thompson Hotels, Travelport, and WATG

Friends:
4Hoteliers.com • Berkshire Healthcare • Center for Advanced Retail Technology • Cruise Industry News • DK Shifflet & Associates • ehotelier.com • EyeforTravel • Gerencia de Hoteles & Restaurantes • Global Hospitality Resources • Hospitality Financial and Technology Professionals (HFTP) • hospitalityInside.com • hospitalitynet.org • Hospitality Technology Magazine • Hotel Asia Pacific • Hotel China • HotelExecutive.com • International CHRIE • International Hotel Conference • International Society of Hospitality Consultants (ISHC) • iPerceptions • JDA Software Group, Inc. • J.D. Power and Associates • Lodging Hospitality • Lodging Magazine • LRA Worldwide, Inc. • Milestone Internet Marketing • MindFolio • Mindshare Technologies • PhoCusWright • PKF Hospitality Research • The Resort Trades • Resort and Recreation Magazine • RestaurantEdge.com • Shibata Publishing Co. • Synovate • The Lodging Conference • The Wall Street Journal • The TravelCom Network • Travel + Hospitality Group • UniFocus • USA Today • WageWatch, Inc. • WIWIH.COM • Wyndham Green


Contact:

The Cornell School Of Hotel Administration
www.chr.cornell.edu/
537 Statler Hall
USA - Ithaca, NY 14853
Phone: 607-255-9780

Jane Henion
607.255.9780
jmh222@cornell.edu




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Also See: Cornell Study Proposes Uniform Sustainability Reporting Framework for the Hospitality Industry / July 2011

Employment Law, Service Innovation, and Brand Management Addressed at the Cornell Center for Hospitality Research Spring Roundtables / May 2011

Cornell Hospitality Research Summit Participants Say that the Focus of Internet Presence Must be on Customer Experiences to Build Your Brand / May 2011

Cornell Hospitality Research Summit Explores the Dimensions of Electronic Distribution and Revenue Management; Chief Thread is Need for Hotels to Establish and Maintain Price Integrity / April 2011

Cornell Study Finds That Well-Designed Hotel Energy Saving Treatments Do Not Diminish the Guest Experience; Study Tested Reduced Television Power Levels and Alterations in Bathroom Lighting in Guest Rooms by Surveying 192 Guests of the Hotel Statler / March 2011

Cornell Report Outlines Six Step Process on How to Develop a Destination Brand; Student Team Created Plan for Marketing and Branding Zambia as a Tourism Destination / January 2011


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