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Tapping into Unprompted Responses to Measure Customer Perception of Sustainability Initiatives and Attributes

TripAdvisor's GreenLeaders initiative is the largest 'green hotel' rating program in the world, and it has prompted the creation of a unique database of both sustainable hotel practices (over 4,000) and traveler reviews of those sustainable practices (over 30,000). In an effort to find out how travelers feel about the sustainable hotel practices in question, and whether that affects the overall perception of respective properties, TripAdvisor set out to uncover customer insights by looking closely at its unique database. It is the first time guest perception research has been done with a very large sample set of unprompted responses, and the results are surely fascinating.
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