Study: 55% in APAC will spend more on sustainable hotels

Over half (55%) of consumers in Asia Pacific (APAC) say they are willing to pay more to stay in an environmentally sustainable hotel as compared to a regular one. 

This is in comparison to consumers in Europe, the Middle East and Africa (EMEA) at 41% and North, Central, and South America (AMERS) at 38%. 

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This is according to YouGov's latest survey done across 17 international markets. Across the 17 international markets polled in the study, consumers who resided in the UAE (73%), India (69%), Indonesia (61%), Hong Kong (61%) and Mexico (60%) said that they would be more likely to fork out more to pay for a sustainable hotel stay. 

Meanwhile, willingness to spend more to stay at eco-friendly hotels in other markets stands at around two in five in Australia and Singapore (both 42%), Spain (41%), Poland and Denmark (both 38%) and Sweden (37%). 

How much more are consumers willing to spend? 

According to the survey, consumers who are willing to fork out a 10% green premium make up around a quarter of APAC (27%) and EMEA (23%). AMERS (20%) makes a fifth. 

Notably, those willing to spend more than 10% more for a greener hotel booking, made up almost half of consumers in the UAE (48%), and two-fifths in India (49%) and a third in Indonesia (32%). 

Meanwhile, those willing to spend over 10% more to stay at eco-friendly hotels make up 28% in APAC compared to 18% in EMEA and AMERS. 

Among markets in Europe, Italy has the highest proportion of consumers who are willing to pay more for a sustainable hotel stay at 45%. 

Similarly, in another report in November last year by Delta Global titled “Navigating a Greener Future", it revealed that 92% of APAC luxury consumers would stop buying, buy less or reconsider buying from brands that do not care about sustainability. 

In addition, 27% said they would stop buying from these brands altogether.

In contrast, the survey revealed that APAC luxury consumers look favourably on brands that prioritise environmental sustainability, with more than two-thirds saying they would buy more from these brands.  

This number was the highest amongst Gen Z customers, of whom three-quarters would increase the amount they purchase to show their support.

On average, APAC customers would pay up to 21% more for brands prioritising environmental sustainability, with Gen Z customers saying they would pay a premium of up to 28%. 

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