Increased Revenue with Environmental Certification

The thousands of acres of burned forests and natural disasters in Greece and all around the world have caused concern particularly amongst the younger Greek generations. As a result, they are willing to pay more for the accommodation they choose to stay in, providing it has official environmental certification.

This was revealed in research presented at the “Climate Challenges” conference, organized by the Hellenic Society for the Protection of Nature (HSPC). The research, in collaboration with METRON ANALYSIS, showed the growing environmental awareness of citizens, but also the decisive role of economic factors in travel decisions.

Climate change, the most important global problem

The survey concluded that 17% of Greeks consider climate change the most important global problem, followed by the destruction of the natural environment 14% and extreme weather events 15%. However, when it comes to the question of money, fair pricing remains the clear leading factor with 56%.

Environmental certification is important

Despite heightened environmental awareness, price still remains the main factor in choosing accommodation for 84% of participants. Environmental criteria were mentioned by only 6%. However, the data showed that environmental certifications, such as the Blue Flag and the Green Key, actually influenced 52% of respondents.

Looking at the 17-24 age range, it is impressive to see that according to the survey, 38% say they would pay more for environmentally certified accommodation. Approximately 32% of those who have rented accommodation in the last 3 years are willing to pay up to 10% more for accommodation with an eco-label, reflecting the growing willingness to support sustainable options.

Despite the low rates of environmental priority, most apply sustainable practices whilst on their holidays: 93% save energy, 92% recycle and 61% use reusable water containers. The research also highlights the importance of the internet, as 88% stay up-to-date and informed via digital channels, with social media playing a dominant role amongst younger generations.

The dual attitude of Greeks, with economic concerns prevailing but also a growing sensitivity to the environment, suggests that there is potential for a more sustainable tourism culture.