DLA Piper just released its 2010 Hospitality Outlook Survey. Results were based on responses from 109 top executives in the hospitality industry. Two green questions were included in the survey. In response to the first question, "Do you think that investment activity in 'green' certified hotels/sustainability will continue as a long-term trend?", 89 respondents said "yes," with 19 saying "no." (I would like to have a conversation with those 19. They actually believe that green hotel building is a fad?)
In response to the second question, "Do you think 'green' certified hotels are driving consumer choice?", just 25 respondents said "yes" and 84 said "no." In this case, the viewpoint of respondents is closer to that reflected in other surveys that have been taken over the last couple of years.
DLA Piper concludes its paper by stating: "Rather than looking at the bottom line, these responses seem to suggest that the U.S. hospitality industry has largely approached sustainability on its merits alone, discounting the financial performance of green hotels in the near term." How the authors of the survey paper came to this conclusion is beyond me. The questions were not posed to draw this type of conclusion.
To read the paper yourself, click here.