Commitment to a global standard benchmark that measures carbon emissions in the lodging sector (Carepar) was backed by travel and tourism figures at the recent Hotel Electronic Distribution Network Association (HEDNA) Conference. Speaking the HEDNA event, Dr. Lalia Rach, renowned dean of New York University's Tisch Centre for Hospitality, Tourism and Sports Management reiterated to the audience that: “Today’s travellers aged 35 and under are not only the next customer base for the hotel industry, but that hoteliers need to understand their motivators and demands.”

She continued: “Today’s travellers are also extremely focused on sustainability issues and will demand to know what hotel companies are doing to really reduce their carbon footprint”.

In addition to Dr Rach’s comments, CEO of Worldhotels Michael Ball too highlighted the importance of quantifiable environmental sustainability for travellers of all ages and nationalities.

Peter Ducker, founder of the Hotel Carbon Index Company, the organization behind the global benchmark, Carepar (Carbon emissions per available room) reiterated that sustainability needs to be a "a top concern of the hotel industry" .

Launched in early April 2008, demand from chain and independent hoteliers for measurement and accreditation has been significant and confirms the lodging sectors realization that it needs to keep pace with other sectors in the travel industries.

Peter Ducker added: “Airlines and car rental companies have for some time highlighted the impact that using their service has on the environment. Hotels and venues are now waking up to the fact that it is increasingly a criterion of choice for travel buyers and independent travellers. Dr Rach’s ratification of Carepar™ really does put it on the centre of the stage for the global hotel community”.