MindClick SGM/Expedia Consumer Study Key Findings

MindClick SGM/Expedia Consumer Study Key Findings -‐ January 2012 Consumer Response To Hotel Sustainability

Proprietary & Confiden0al Copyright © 2012 MindClick SGM


Study Overview & Methodology

£  MindClick SGM conducted an online research study with almost 5,000 Expedia consumers in January 2012.

£  Research objec0ves were to determine consumer defini0on of sustainability for hotels, iden0fy rela0ve importance of specific hotel sustainability efforts, measure awareness and response, and to quan0fy impact on percep0on and selec0on process.

£  Addi0onal objec0ves included quan0fying consumer belief in impact of specific products, including light bulbs, in providing healthier rooms and rooms that that are beNer for the planet (lower energy use, conserve water, reduce waste).

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Respondent Profile: Demographics & Sustainability APtudes

£  Demographics: respondents are men and women, primarily genera0on X and baby boomers, employed, well-‐educated, married with kids, and trend more affluent.

£  78% are employed, 66% are ages 40-‐65, average hh size is 2.7, 72% have college degree or more, 69% report HHI of $75k or more

£  Sustainability APtudes: respondents aPtudes mirror those of the broader US market

£  19% are not concerned at all about climate change

£  24% are somewhat concerned about climate change

£  28% are very concerned and 29% are extremely concerned about climate change

3 Proprietary & Confiden0al Copyright © 2012 MindClick SGM

Respondent Travel Profile


£  Travel Frequency: respondents are frequent travelers £  50% reported taking 4 or more trips in the past year for leisure

£  25% reported 4 or more trips that combined business and leisure travel in the past year

£  25% reported 4 or more trips for business only in the past year

£  Hotel Tier: respondents primarily stay in full-‐service economy, limited-‐stay economy and resorts

£  Business only: 37% full-‐service economy, 23% limited stay economy, 18% luxury/high-‐end, 14% extended stay

£  Leisure only: 29% resort, 20% full-‐service economy, 16% luxury/high end, 14% limited-‐stay economy, 12% bou0que

£  Business & Leisure: 32% full-‐service economy, 16% limited-‐stay economy, 16% luxury/high end, 15% resort

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Does Sustainability MaUer to Travelers?

Source: 2012 MindClick Expedia Consumer Sustainability Engagement Report for Hospitality: January 2012 online survey of 5,000 US travelers who traveled within past six months for business and/or leisure.


£  2 out of 3 believe hotels need to be more socially responsible and mindful of their impact on people, their communi0es and the planet.

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74% 73%

67% 66%63%

Donate excess food,supplies, furnishings

and equipment tolocal charities

Use resources in waysthat protect the

environment

Support localbusinesses

Build hotels thatreduce energy

consumption andminimize greenhouse

gas emissions

Purchase productsthat are 'better for theguest, the community

and the planet'

% Top Three Box Agreement (8-10 on 0 to 10 scale)

Sustainability Efforts Help Hotels Meet Guest ExpectaXons for Responsible Business



£  3 out of 5 travelers expect hotels to be built, furnished, supplied and operated in ways that protect the environment, support the community and take care of the guest.

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37% 36% 32%

76%66%

52% 50% 48% 45%

Agree withSustainability

Definition

Energyefficiency,

waterconservation,

wastereduction

Purchaseproducts

madesustainably

Energy Starrating

High guestratings of

hotel’sefforts

Independentrating

reporting

Awards orrecognition

LEEDcertification

CorporateSustainability

Report

% Top Two Box Agreement (Very/Highest Importance)

Consumer DefiniXon of Hotel Sustainability £  3 out of 4 define sustainability as: hotels that are built, furnished, and operated in

ways that are ‘be$er for the guest, be$er for the community, and be$er for the planet.’

£  Sustainable opera0ons and purchasing are key definers in explaining ‘be$er for the guest, be$er for the community, and be$er for the planet.’

Definitions of ‘Better for the Guest, Better for the Community, Better for the Planet’


18% 13% 13%

95%87% 86%

59% 55%

26%

Cleanliness Quality ofService

Sleep Quality Indoor airquality of the

room

Room Décor andFurnishings

Energyefficiency

efforts of thehotel

Helping the localcommunity

Existence ofU.S. Green

Building CouncilLEED

certification

Organic/Locallysourced food

% Top Three Box (8-10 on 0 to 10 scale)

Hotel ReputaXon: RaXngs of Most Importance £  With almost half of respondents looking to 3rd party reviews in selec0on process,

hotels have opportunity to differen0ate and win business.

£  A key element of sustainability, Indoor air quality (hypo-‐allergenic, toxin free, etc.) is the most important ra0ng among 60% of consumers aeer typical factors of cleanliness, service, and quality of sleep.


80%68%

34%17% 15% 7%

Awareness ofSustainability

at HotelsVisited

Energy, Water,Waste

Room AirQuality/Health

LocalCommunity

Organic/LocalFood

LEED

Guest Awareness of Sustainability Efforts at Hotel Property

Sustainability Messages are GePng Through



£  8 out of 10 travelers recall sustainability communica0ons at a hotel property visited in the last year.

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95% 87% 86%

59% 55%

27%

Cleanliness Quality ofService

Quality of Sleep Indoor AirQualiity

(hypoallergenic,toxin-free)

RoomFurnishings

OperationalSustainability(energy, water,

waste)

Importance in Purchase Selection Process (% 8-10 on 0-10 scale)

Sustainability Impacts Purchase ConsideraXon



£  Almost 6 out of 10 consumers will consider the benefits of sustainability (indoor air quality) as one of the top criteria when selec0ng their hotel.

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Consumers Connect Room Furnishings to Health, Well-‐Being and the Environment

Healthier BeUer for Planet



£  Over 90% iden0fied one or more products they believe help hotels provide rooms which are healthier (reduce allergies, minimize toxins, improve indoor air quality) and beNer for the planet (lower energy use, conserve water, reduce waste).

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£  MATTRESS 74%

£  CARPET 69%

£  PAINT 66%

£  FABRICS 64%

£  FURNITURE 51%

£  WALL VINYL 45%

£  LIGHT BULBS 25%

£  LIGHT BULBS 85%

£  SHOWER HEADS 83%

£  LAMPS 72%

£  WINDOW 67%

£  TELEVISIONS 65%

£  FURNITURE 46%

Healthier Rooms Better for the Planet Rooms

CreaXng Healthier/BeUer for the Planet Rooms £  90% of consumers believe furnishings and fixtures help hotels provide healthier

rooms and rooms that are be$er for the planet (lower energy use, conserve water, reduce waste)


Sustainable Purchasing Drives Consumer Choice and PercepXon

£  Based on shared examples of 3rd party validated raXngs of product impact on health, well-‐being and the environment.



£  93% will choose a hotel which implements and promotes sustainable purchasing vs. a hotel focused solely on sustainable operaXons.

£  75% have a more posiXve impression of the hotel.

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Documents

MindClick SGM/Expedia Consumer Study Key Findings