Social Mixer 2024 Singapore
Study: 55% in APAC will spend more on sustainable hotels

Study: 55% in APAC will spend more on sustainable hotels

share on

Over half (55%) of consumers in Asia Pacific (APAC) say they are willing to pay more to stay in an environmentally sustainable hotel as compared to a regular one. 

This is in comparison to consumers in Europe, the Middle East and Africa (EMEA) at 41% and North, Central, and South America (AMERS) at 38%. 

Don't miss: Singtel targets sustainable and accelerated AI adoption with slew of new initiatives

This is according to YouGov's latest survey done across 17 international markets. Across the 17 international markets polled in the study, consumers who resided in the UAE (73%), India (69%), Indonesia (61%), Hong Kong (61%) and Mexico (60%) said that they would be more likely to fork out more to pay for a sustainable hotel stay. 

Meanwhile, willingness to spend more to stay at eco-friendly hotels in other markets stands at around two in five in Australia and Singapore (both 42%), Spain (41%), Poland and Denmark (both 38%) and Sweden (37%). 

How much more are consumers willing to spend? 

According to the survey, consumers who are willing to fork out a 10% green premium make up around a quarter of APAC (27%) and EMEA (23%). AMERS (20%) makes a fifth. 

Notably, those willing to spend more than 10% more for a greener hotel booking, made up almost half of consumers in the UAE (48%), and two-fifths in India (49%) and a third in Indonesia (32%). 

Meanwhile, those willing to spend over 10% more to stay at eco-friendly hotels make up 28% in APAC compared to 18% in EMEA and AMERS. 

Among markets in Europe, Italy has the highest proportion of consumers who are willing to pay more for a sustainable hotel stay at 45%. 

Similarly, in another report in November last year by Delta Global titled “Navigating a Greener Future", it revealed that 92% of APAC luxury consumers would stop buying, buy less or reconsider buying from brands that do not care about sustainability. 

In addition, 27% said they would stop buying from these brands altogether.

In contrast, the survey revealed that APAC luxury consumers look favourably on brands that prioritise environmental sustainability, with more than two-thirds saying they would buy more from these brands.  

This number was the highest amongst Gen Z customers, of whom three-quarters would increase the amount they purchase to show their support.

On average, APAC customers would pay up to 21% more for brands prioritising environmental sustainability, with Gen Z customers saying they would pay a premium of up to 28%. 

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and Embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles: 
New World Hotels and Resorts unveils its strategic development plan
Survey: Ad spend of Macau hotels and resorts in HK sees impressive growth from March to May
EU bans misleading sustainability claims to curb greenwashing: Can Asia follow suit?

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window