Carbon-based hotel pricing study: Linking room costs to energy use could drive greener tourist behavior

A new study from Hanyang University suggests that hotels could encourage guests to conserve energy and water by directly linking room charges to their resource consumption. Published in Annals of Tourism Research, the study found that carbon-based pricing increased intentions to save resources, especially when environmental costs appeared as separate fees and when excessive use triggered a surcharge rather than a discount. The research tested realistic booking scenarios for hotels and short-term rentals. Results showed that itemizing environmental charges on bills was more effective than rolling them into a single room rate. The study's lead author argues that moral appeals alone are insufficient and that market-based pricing aligned with carbon impact could drive real behavioral change. Smart technology and carbon tracking advances could make personalized carbon pricing practical for the tourism industry within the next 5 to 10 years. This approach could apply to hotels, Airbnb properties, and booking platforms, rewarding low-impact stays or charging for excessive resource use.