In the travel and hospitality industry, adoption rate refers to the percentage or proportion of customers that choose to use or purchase a particular product or service offering. Some specifics on adoption rate:
It’s often used to measure the uptake and usage level when new technologies, booking innovations, amenities or experiences are introduced in the sector.
For example, a hotel may look at their customer adoption rate for a recently added self check-in kiosk option or airline can see the adoption of in-flight WiFi purchasing.
Travel companies monitor adoption metrics to gauge the success level of new product launches, help make improvements as required and determine whether to expand offerings.
Higher adoption rates signal positive momentum and return on investment for the travel business, while low adoption may indicate poor fit requiring reassessment.
Factors impacting customer adoption rates include ease of use, affordability, relevance, perceived value, promotion success and influence of early adopters amongst users.
Getting travelers to embrace new products beyond the usual offerings requires consumer education and demonstrating strong utility. Tracking adoption percentage over time provides travel suppliers vital statistics to refine experiences.
How Does the Adoption Rate of Sustainable Travel Practices Compare to Conventional Travel Choices?
Research shows that the adoption rate for sustainable travel options generally remains lower compared to conventional travel alternatives preferred by most leisure and business travelers:
In aviation, only about 5-7% of fliers currently opt for carbon offset purchases to address flight emissions – much lower than overall air travel demand.
Tour operators estimate around 15-20% of packaged tour customers purposely choose eco-certified resorts and transport rated for environmental standards.
The vast majority of travelers still pick hotels based on location, brand affiliation and price first with sustainability certifications barely registering in brand selection.
Surveys by rental car agencies peg adoption of rental EVs/hybrids at less than 12% amongst US leisure renters given far higher conventional vehicle availability.
The higher upfront costs, smaller supplier base and lack of mainstream promotions surrounding sustainable travel products limits their share-of-choice. However, demand for eco-friendly, socially-responsible travel is rising amongst younger and higher household income demographics. This points to strong long-term growth potential in this space.
As sustainability gets further embedded into travel policies, regulations, incentives and offerings, its adoption rate is expected to accelerate industry-wide in the coming decade.