Study reveals consumers' environmental expectations

New research reveals how hospitality businesses’ environmental initiatives, or lack thereof, can directly impact consumer decisions. 

According to research by water brand Brita Vivreau, 82% of hospitality customers feel it's important for venues to reduce single-use plastic. Not only this, but 62% are more likely to choose to dine at a restaurant that's transparent about the measures implemented to cut back on single-use plastic, while half are most frustrated by single-use plastic cups in hospitality settings.

From the government’s plastic ban to ever-rising costs, hospitality operators are under a great deal of pressure to reduce hidden plastic waste and meet customer expectations.

Over half (53%) of hospitality guests say reducing single-use plastic is the most important sustainability initiative when choosing a hospitality business, far more than carbon neutrality (17%) or providing plant-based menus (14%).

Consumers have made positive environmental changes in their everyday lives to reduce single-use plastic, including using reusable bottles (60%), using a reusable cup for takeaway hot drinks (41%) and making hot drinks at home to take out with them (38%). As such, consumers expect hospitality businesses to take similar measures to eliminate single-use plastic bottled water and provide water refill stations.

But there are certain hospitality settings where consumers feel less comfortable asking for their reusable bottles to be refilled, despite the majority (62%) using reusable bottles in everyday life to reduce single use plastic. Seventy-five percent said they would be likely to use a water refill station in a hospitality setting, but almost a third (32%) would feel uncomfortable asking to refill their bottle in a fine dining restaurant, while almost a quarter (24%) said the same about a five-star hotel.

Chris Dagenais, general manager at Brita Vivreau UK, says: "The government ban on single-use plastics coming into effect in October will mean eliminating single use plastic is front of mind for hospitality operators. By demonstrating a move towards reducing waste, operators can show they are aligned with their customer’s values and forge stronger relationships with them. We want to support businesses in their efforts to reduce single use plastic and spearhead a move towards a ‘refill’ culture to meet consumer demands and help the planet."

You may also be interested in…