More than a third of travellers are prepared to pay more to stay at an environmentally friendly hotel or resort, according to research from TripAdvisor.
A survey of more than 1,000 global consumers by the peer-review travel booking website found 34% would pay more if it meant supporting green initiatives.
A quarter said they would pay a 5-10% premium for their green stay with 12% willing to go as high as a 10-20% premium.
Almost four in 10 (38%) of respondents had already stayed at an environmental friendly destination and 9% planned to actively seek one out in the future.
Those asked rated a resort's energy conservation efforts as the most important thing in being green, with water conservation and use of recycled paper also most important.
Most travellers (78%) decline to have their sheets and towels changed during their stay when given the option and two-thirds believe environmentally-friendly measures in travel are making a positive difference.
Nearly a quarter of respondents believed air travel should be avoided where possible.
Ian Rumgay, European communications manager, said: "This survey shows that far from being irresponsible, planet polluting energy wastrels, many travellers do care about the environment and are willing to pay for it. It is a wake-up call for all sectors of the travel industry to provide more green options."
Top 10 voted environmentally friendly accommodations
- Jean-Michel Cousteau Fiji Islands Resort, Vanua Levu, Fiji
- Lapa Rios Eco Lodge, Osa, Costa Rica
- Post Ranch Inn, Big Sur, California, USA
- Inkaterra Machu Picchu, Machu Picchu, Peru
- Concordia Eco-Tents, Salt Pond Bay, St John, USA
- Daintree Eco Lodge, Daintree, Australia
- Hotel Punta Islita, Playa Samara, Costa Rica
- Lodge at Chaa Creek, San Ignacio, Belize
- Inn by the Sea, Cape Elizabeth, Maine, USA
- Hotelito Desconocido, Puerto Vallarta, Mexico
By Chris Druce
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