That last technique for addressing reservations about making reservations comes from research at HES-SO University of Applied Sciences and Arts Western Switzerland, University of Neuchâtel, and Kedge Business School. In one of the studies, a group of Americans were told of a holiday hotel in Thailand that had received only a two-star rating on a five-point scale. In addition, some of the participants were told about amenities at the hotel—such as the pool, room service, and free internet—and that the hotel had received three environmental sustainability certifications. The other participants were told instead only about hotel amenities. Each participant was then asked to rate the quality of the hotel.
The people told about the sustainability certifications rated the quality of the hotel as higher than did those told only about the amenities. It appears that the sustainability achievements compensated for the low customer ratings.
News of the certifications made little difference when the customer ratings were high. This was seen with another pair of groups in the study who were told the hotel had received four stars.
The researchers asked the participants another question, too, “How would you feel if you booked this hotel?” The response scales included “ashamed/proud,” “in the wrong/in the right,” “wicked/virtuous,” and “unethical/ethical.” The responses from each participant were combined into what the researchers called a “warm glow” measure. It turned out that this warm glow measure helped explain why the news of sustainability achievements compensated for the low customer ratings.
Your hotel might earn a warm glow, and therefore higher guest ratings in the first place, with environmental sustainability initiatives during the stay. But how to foster participation by the guests?
Researchers at Arizona State University collaborated with the Holiday Inn in Tempe, Arizona to place towel recycling appeals in the lodging rooms. One version began, “Help save the environment.” A second said a donation would be made if the guest agreed to reuse towels. But the version which got highest compliance reported that about 75% of guests asked to do so were reusing towels. Peer pressure was persuasive.
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