Travelers are environmentally conscious, but not happy to pay more

Although today’s tourists, travelers and car renters are much more environmentally conscious than people were a generation, or even a decade ago, they still do not want to dig deeper into their pockets in order to combat climate change, pollution, or participate in carbon-offsetting programs initiated by some car hire companies, as well as major airlines. The survey was conducted by the US-based Travel Industry Association and according to the published results, only an anemic 13% of American travelers are willing to endure higher fees on everything from airfare and car rentals, to hotel accommodation, in order to help the environment, or lessen the negative effects of the travel industry. Yet over 80% of US tourists agree that they are “environmentally conscious,” but it appears as though even this has its limits, and the buck stops when the price of vacations starts increasing.

Yet car rental companies, like Hertz in particular, are trying to address the growing interest in environmental issues by acquiring more hybrid vehicles and adding them to their fleet, or by setting off carbon emission programs, in which customers are invited to participate. Hertz is augmenting the size of its eco-friendly hybrid fleet from only 1,000 vehicles to over 3,500 within a two year period. Most of these are Toyota Prius cars. This car rental company, however, seems to be bucking the trend, as it does cost somewhat more to rent a Prius than an economy-class, compact or mid-size vehicle, yet renters appear willing to pay the difference.

Some companies are also trumpeting their environmentally friendly policies to attract and assure those customers that are worried about the negative effects of travel. Yet some industry analysts are warning these firms to use green issues carefully in their marketing tactics, so as not to frighten away the majority of customers who care about the environment, but do not wish to pay extra for conserving it.

www.hertz.com