B&Bs go green: But different cultures want different shades

We all know travellers are becoming more environmentally conscious, but here’s the twist: not all green tourists are created equal.

A fresh international study led by Hong Kong Shue Yan University and the University of South Australia has uncovered something many B&B (and short term rental operators) might be missing. While guests may say they love eco-friendly features, what they actually value can vary wildly depending on where they’re from, how old they are, and even how educated they are.

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The research surveyed 800 people from 37 countries to explore how cultural values influence travellers’ attitudes towards green accommodation, specifically bed and breakfasts. And the results are both fascinating and incredibly useful for B&B and small accommodation business owners looking to make smart, targeted investments.

The study focused on five types of sustainable features:

• Water systems (like rainwater tanks and greywater reuse)

• Greenery (think rooftop gardens and vertical plant walls)

• Sanitation (hello, air purifiers and hand sanitiser)

• Ventilation (natural airflow vs. air conditioning)

• Eco-tech (LED lights, compost bins, the works)

So, who cares about what?

Tourists from countries like China, India, and Malaysia (labelled “high power distance” cultures) were the most supportive of all green features. These guests often prefer natural ventilation and low-energy solutions, trusting rules and structure when it comes to environmental choices.

On the flip side, travellers from risk-averse nations like Japan, France, and Greece weren’t so keen on natural airflow. They felt safer with good old-fashioned air conditioning.

Guests from Western cultures like Australia, the UK, and the US were happy to admire rooftop gardens, but these visual features weren’t make-or-break when choosing where to stay.

Other takeaways? Younger guests are more likely to be swayed by visible green features (picture-perfect Insta moments, anyone?), while those with higher education levels tend to seek out practical sustainability—LED lighting, air purifiers, composting bins, and the like.

“This study challenges the idea that all eco-tourists want the same thing,” says Professor Rita Yi Man Li, lead researcher. “Understanding how cultural values shape guest expectations means B&Bs can tailor their green investments more effectively.”

Dr Li Meng and Professor Simon Beecham from UniSA, co-authors of the study, agree: one-size-fits-all won’t work when it comes to sustainable tourism. Instead, knowing your audience, and what they actually value, can make all the difference.

And governments have a role to play, too. The study suggests that policy changes, infrastructure investment, and smarter travel incentives could help boost international demand for sustainable B&Bs.

For operators who want to stay ahead of the sustainability curve, the message is clear: know your market, make it meaningful, and don’t assume everyone’s green priorities are the same.

📘 Does culture really matter? A cross-cultural study of demand for B&B sustainable facilities is published in Consumer Behaviour in Tourism and Hospitality. DOI: 10.1108/CBTH-04-2024-0135.