Certain sustainability practices could be considered nearly universal in the lodging industry,
based on a study of 100 resorts in the United States. Among the common green practices
are water conserving fixtures and linen-reuse programs. A separate survey of 120,000 hotel
customers finds that guests are generally willing to participate in sustainability programs,
but the presence of green operations still do not override considerations of price and convenience in
selecting a hotel. Additionally, the study finds an increased willingness to participate when hotels offer
incentives, such as loyalty program points, for participating in environmental programs. Although the
link between environmentally sustainable programs and improved customer satisfaction is weak
compared to standard drivers like facilities, room, and food and beverage quality, hotels are increasingly
expected to maintain sustainability programs as a regular feature of their business. At the same time,
the study did find that environmentally sustainability programs do not diminish guest satisfaction.
Consequently, the decision regarding which programs to implement should rest on cost-benefit analysis
and other operating considerations.