Oct. 22, 2007 A new survey finds that while 77% of European travelers say they're likely to participate in a hotel's conservation programs, nearly half (44%) are unaware that they're even being offered.

The survey by J.D. Power and Associates found that 49% of European hotel guests said that they knew of their hotel's conservation programs during a recent stay. By comparison, 63% of hotel guests in the U.S. say they are aware of their hotel's green programs.

"It is vitally important for hotel properties to actively market their eco-friendly programs and make such offerings easy for guests to recognize and participate in," said Linda Hirneise, executive director of the travel practice at J.D. Power and Associates. "Without an increase in awareness, these properties may miss reaping the benefits of these programs, which not only positively impact the environment and a guest's quality of life, but also the hotel's bottom line."

The findings are just the latest sign of the disconnect between consumers' green expectations and their awareness of companies' environmental efforts. Earlier this month, a survey from The Climate Group showed that despite overwhelming public support for corporate programs that address climate change, 70% of respondents couldn't name a single climate-conscious brand.