March 26, 2009 - Travel companies looking to lure customers with greener options may have a tough road ahead: While nearly half of U.S. travelers plan their trips with environmental impact in mind, most are skeptical of what travel companies tell them about their green practices, according to a new survey.

The survey by PhoCusWright, an industry research firm, polled consumers on their attitudes toward green travel, finding that 44% consider environmental impact when planning trips - despite the current economic recession.

Unfortunately, travel companies may have a hard time capitalizing on this demand, the survey suggests. While nearly a third of consumers say they would pay a premium for greener travel options, only 8% think it's easy to find them. And most (56%) remain skeptical of what travel companies tell them about their green practices.

"This report was designed to give companies insight into what consumers expect of them and highlight opportunities to build value and relevance in the travel marketplace," says Carroll Rheem, head of research at PhoCusWright. "We were prepared to tell companies to spend their capital on something else if consumers pointed us in that direction—our conclusions are based on demand, not principle. What we found is that green is truly not just a social movement; the environment has become an additional stakeholder that no company can afford to ignore."

Purchase PhoCusWright's report, "Going Green: The Business Impact of Environmental Awareness on Travel," here.