As the green movement continues to influence consumer travel decisions, travel industry professionals seek a greater understanding of the potential impact on buyer motivation. PhoCusWright, The Hospitality Sales and Marketing Association International (HSMAI) Foundation and Sustainable Travel International will help bring guidance to travel professionals with the travel industry's first in-depth study on green travel in the U.S., Going Green: The Business Impact of Environmental Awareness on Travel.

"Green has clearly penetrated popular consciousness in a dramatic way," said Carroll Rheem, director, research at PhoCusWright and head of the project. "The recent flurry of green related media attention and messaging has created a cloud of hype that makes it difficult for companies to distill meaningful trends that have strategic impact. The goal of this study is to cut to the heart of what is important to travel companies and provide insights that will empower them to make smart decisions."

The study will examine how the green movement influences both consumers and travel companies today, and identify key trends that will shape the future of green travel. Utilizing various research methods including consumer and industry surveys, the study will provide a comprehensive look into consumer values and behaviors as well as industry initiatives and performance.

"The findings of this study will prove invaluable to the travel industry," said Fran Brasseux, executive director of HSMAI Foundation. "Green is no longer just a trend, it's a way of life and the travel industry must be able to analyze consumer and travel company decisions which are influenced by environmental responsibility. It is the only way to really understand what makes our customer's business tick and ultimately to know how to respond to possible industry changes in hospitality sales and marketing."

PhoCusWright will take a three pronged approach to the study, evaluating travel suppliers' current and planned green products and policies, consumer demand for green travel options for leisure and business travel, and consumer-facing green initiatives of key industry influencers.

"Travel industry professionals need current research on green travel market trends and forecasts, buyer motivation factors, and the business benefits of going green," said Brian T. Mullis, president of Sustainable Travel International. "We're planning on undertaking the most comprehensive research of this subject to date. This timely study should help to further support the business case for going green."