How sustainable practices affect hotel choices in the Helsinki area

Abstract

The purpose of this study was to examine how sustainable practices influence customer choice in hotels and to understand which environmental initiatives are most valued by guests. The research explored the general awareness of sustainability among travellers, their familiarity with different “green” operations, and the extent to which these factors shape hotel-selection decisions. A quantitative method was used, and data were collected through a structured questionnaire completed by 52 respondents. The study highlights a clear gap between environmental awareness and actual purchasing behaviour, emphasising the importance of transparency, communication, and convenience in promoting sustainable choices. Overall, the research provides practical insights for hotels in the Helsinki region on how sustainability can strengthen customer satisfaction, trust, and competitive advantage.