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Sustainable Travel International Partners with PhoCusWright and HSMAI Foundation for Groundbreaking New Study on Green Travel

( As the green movement continues to influence consumer travel decisions, travel industry professionals seek a greater understanding of the potential impact on buyer motivation. Sustainable Travel International, PhoCusWright, and The Hospitality Sales and Marketing Association International (HSMAI) Foundation will help bring guidance to travel professionals with the travel industry’s first in-depth study on green travel in the U.S., Going Green: The Business Impact of Environmental Awareness on Travel.

“Green has clearly penetrated popular consciousness in a dramatic way,” said Carroll Rheem, director of research at PhoCusWright and head of the project. “The recent flurry of green related media attention and messaging has created a cloud of hype that makes it difficult for companies to distill meaningful trends that have strategic impact. The goal of this study is to cut to the heart of what is important to travel companies and provide insights that will empower them to make smart decisions.”

The study will examine how the green movement influences both consumers and travel companies today, and identify key trends that will shape the future of green travel. Utilizing various research methods including consumer and industry surveys, the study will provide a comprehensive look into consumer values and behaviors as well as industry initiatives and performance.

“The findings of this study will prove invaluable to the travel industry,” said Fran Brasseux, executive director of HSMAI Foundation. “Green is no longer just a trend, it’s a way of life and the travel industry must be able to analyze consumer and travel company decisions which are influenced by environmental responsibility. It is the only way to really understand what makes our customer’s business tick and ultimately to know how to respond to possible industry changes in hospitality sales and marketing.”

In conjunction with Sustainable Travel International and HSMAI Foundation, PhoCusWright will take a three pronged approach to the study, evaluating travel suppliers’ current and planned green products and policies, consumer demand for green travel options for leisure and business travel, and consumer-facing green initiatives of key industry influencers.

“Travel industry professionals need current research on green travel market trends and forecasts, buyer motivation factors, and the business benefits of going green,” said Brian T. Mullis, president of Sustainable Travel International. “We’re planning on undertaking the most comprehensive research of this subject to date. This timely study should help to further support the business case for going green.”

Sustainable Travel International, PhoCusWright, and the HSMAI Foundation are seeking participating companies to invest in and help shape research for a Special Report on the explosive growth of interest in the green lifestyle and how it is impacting travel. For additional information on how to get involved, please visit Sustainable Travel International’s website or contact Brian T. Mullis at (720) 273-2975 or href="">

About Sustainable Travel International
Sustainable Travel International is a 501(c)(3) non-profit organization whose mission is to promote sustainable development and responsible travel by providing programs that enable consumers, businesses and travel-related organizations to contribute to the environmental, socio-cultural and economic values of the places they visit, and the planet at large. For more information, visit

About PhoCusWright
PhoCusWright is the travel industry research authority on the evolving dynamics that influence how travelers, suppliers and intermediaries connect. Independent, rigorous and unbiased, PhoCusWright enables companies to make smart, profitable decisions.

PhoCusWright provides global marketplace intelligence, offering an array of qualitative and quantitative research through subscription services, individual reports and sponsored assignments. Areas of emphasis include consumer travel planning behavior as well as industry segmentation, sizing, forecasting, trends and analysis. Clients represent all facets of the industry value chain from around the world.

The company is headquartered in the USA, with offices in Germany and India.

About HSMAI Foundation
Established in 1983 to serve as the research and educational arm of the Hospitality Sales and Marketing Association International, HSMAI Foundation's mission is to expand and enhance the educational opportunities available to hospitality sales and marketing executives and to increase the amount of in-depth research conducted on behalf of the profession. Today, and in the years ahead, the HSMAI Foundation plans to accelerate its research and publishing activities to contribute even more to the continuing education of those engaged in this fast-paced, increasingly demanding profession. For more information on the HSMAI Foundation, contact the Hospitality Sales&Marketing Association International Foundation, 8201 Greensboro Drive, Suite 300, McLean, VA 22102, phone (703) 610-9024; fax (703) 610-9005, or visit the website at .

Media Contact: Brian T. Mullis President Sustainable Travel International Phone: 720-273-2975 Email:

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