Hotels that have earned the ISO 14001 certification had higher guest satisfaction scores than those with no such certification, according to a study published by the Cornell Center for Hospitality Research (CHR). The study, which surveyed guests at 6,850 hotels in Spain, found that 4-Star hotels particularly benefited from higher guest satisfaction scores when they held the ISO environmental management certification.
The study, “Environmental Management Certification (ISO 14001): Effects on Hotel Guest Reviews,” was conducted by María-del-Val Segarra-Oña and Angel Peiró-Signes of Politechnic University of Valencia; José Mondéjar-Jiménez and Manuel Vargas-Vargas, dean and associate professor at the University of Castilla-La Mancha; and Rohit Verma, professor at the Cornell School of Hotel Administration.
“This is one of several studies that indicate clear benefits from eco-certification, and one of these benefits seems to involve improved operations,” says Verma. “We see that guests do appreciate those operating improvements. This is especially true for upscale hotels, where certification boosted guest ratings significantly.”
While guests gave higher ratings to these ISO-rated hotels, the Spanish study found that guest rating differences relating to certification in 5- and 3-Star hotels were muted. Thus, the results imply that acquiring ISO 14001 certification may give upscale hotels a distinct asset that leads them to a competitive advantage over similar non-certified properties. On the other hand, in 5- and 3-Star properties, it appears guests are focused on other factors when they make their satisfaction ratings.
