How can hotels and OTAs increase demand for sustainability in the hotel industry from the younger generation in Denmark?
Author
Egholm, Alberte
Term
4. term
Education
Publication year
2022
Abstract
This thesis explores how hotels and online travel agencies (OTAs) can increase demand for sustainability in Denmark’s hotel sector among the younger generation, including Generation Z and Millennials. Framed by the climate crisis and the UN 2030 Agenda, the study examines young consumers’ attitudes and behaviors within the digital, collaborative economy where hotel choices are largely made online. An abductive mixed-method design combines qualitative and quantitative data: six semi-structured interviews with relevant stakeholders and an online survey with 100+ respondents primarily based in Denmark, supplemented by netnographic insights and a literature review. Findings reveal a clear intention–behavior gap: young people value sustainability but lack understanding and awareness of hotels’ sustainable practices and certification criteria, perceive sustainable options as expensive, and are concerned about greenwashing. The thesis concludes that greater visibility, credibility, and recognizability of sustainability are needed, and recommends collaboration among OTAs, hotels, and certification bodies to provide clearer messaging, stronger sustainability-focused branding, and trustworthy certifications to build understanding, trust, and demand among young Danish consumers.
Dette speciale undersøger, hvordan hoteller og online rejsebureauer (OTAs) kan øge efterspørgslen efter bæredygtighed i den danske hotelbranche blandt den yngre generation, herunder Generation Z og Millennials. Med udgangspunkt i klimakrisen og FN’s 2030-dagsorden analyserer studiet unges holdninger og adfærd i den digitale, samarbejdsbaserede økonomi, hvor hotelvalg ofte foregår online. Et abduktivt mixed-method design kombinerer kvalitative og kvantitative data: seks semistrukturerede interviews med relevante aktører og et online spørgeskema med over 100 respondenter primært i Danmark, suppleret af netnografiske indsigter og litteraturgennemgang. Resultaterne peger på et tydeligt intention–adfærds-gap: unge værdsætter bæredygtighed, men mangler forståelse og konkret viden om hotellers bæredygtige praksisser og certificeringskriterier, opfatter bæredygtige tilbud som dyre, og er bekymrede for greenwashing. Specialet konkluderer, at øget synlighed, troværdighed og genkendelighed af bæredygtighed er nødvendig, og anbefaler samarbejde mellem OTAs, hoteller og certificeringsorganisationer om klar formulering, tydelig branding og pålidelige certificeringer for at styrke forståelse, tillid og dermed efterspørgslen blandt unge danske forbrugere.
[This apstract has been generated with the help of AI directly from the project full text]