Data from Mabrian demonstrates that investments in sustainability practices and certifications are profitable for hotels.
GLOMabrain conducted a thorough analysis of hotel performance in Spain concerning their sustainability certifications. We examined data from over 14,000 hotels across Spain sourced from major accommodation platforms like Booking.com and TripAdvisor, spanning from April to September 2023.
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The study cross-referenced hotels’ sustainability certifications with their average price trends and guest satisfaction levels, comparing them to hotels without any sustainability certification or published sustainability practices on these platforms.
The findings are significant: Firstly, only 32% of Spanish hotels hold some form of sustainability certification. Among these, only 6% boast certifications validated by external certifying entities. The remaining establishments offer sustainability practices validated by the platforms themselves, such as Booking.com and TripAdvisor, categorized into bronze, silver, and gold levels.
Analysis reveals varying levels of sustainability certification adoption across different hotel categories (3, 4, and 5 stars). For instance, 77% of 3-star hotels lack any certification or published sustainable practices, compared to 47% for 4-star and 32% for 5-star hotels.
Examining the performance associated with these certifications, considering average published prices and customer satisfaction indices, a consistent pattern emerges: Hotels lacking certifications or validated sustainability levels perform the poorest on average. Conversely, certified hotels command rooms priced on average 5% higher and enjoy 15% higher customer satisfaction rates than their uncertified counterparts across all categories.
Further examination reveals distinct correlations between sustainability and performance across hotel categories. While 3-star properties show optimal price/satisfaction performance at the ‘silver’ sustainability level, 4-star properties fare better at the medium-high or ‘gold-silver’ validation levels. For 5-star hotels, holding official external certifications proves most profitable.
In summary, the data underscores the benefits reaped by hotels investing in sustainability efforts, with an average income increase of 5% and a 15% improvement in customer satisfaction. However, the analysis also highlights that, currently, the ‘silver’ sustainability level generates the best returns for hoteliers on average. Luxury hotels with high-level external certifications demonstrate exceptional performance, with returns reaching up to €145 for every euro invested.
Commenting on the findings, it’s noted that while sustainability remains a focal point in tourism discussions, many companies still view sustainability efforts as expenses rather than investments. The study aims to shift this perception by demonstrating the tangible profitability and performance benefits of sustainability initiatives in the hotel sector, emphasizing the win-win nature of such investments. Additionally, it’s advised that hoteliers opting for external sustainability certifications prioritize rigorous standards to maximize client perception and returns.
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