Hilton Sets Lofty Sustainable Tourism Goals: Will It Matter?
Photo Credit: As part of its commitment to doubling its social impact, Hilton said it would increase its work with local, minority- and woman-owned suppliers on a global basis. Hilton
Skift Take
Hilton's goals are both lofty and commendable, and it's clear from the data that travelers do care about sustainability and having a positive social impact. But is caring enough to translate into real action? That's the even bigger challenge.
For at least the past two decades, the travel industry has attempted to come up with various ways to encourage travelers to get into the habit of being more eco-friendly.
But, as a recent sustainable tourism roundtable demonstrated, it's still a major challenge, especially in the hotel space.
New consumer research from Hilton, however, may further the industry's efforts to promote more sustainable tourism.
Earlier this month, the global hospitality company surveyed 71,937 guests who stayed at Hilton properties around the world to ask them for their thoughts on the impact of social, environmental, and ethical issues on their buying and booking behavior.
The survey found that the majority of respondents (62 percent) would switch to a different brand if a brand they typically bought from was in the news for unethical purposes — even if it were more expensive.
A majority of consumers (56 percent) will also intentionally buy a product that's fair trade, organic, local, or h
