Green Coach Certification (GCC) Research Initiative UTC Signature Project 3 Sustainable Transportation for Tourism Sustainable Transportation Transportation has been the highest end-sector emitter of CO 2 since 1999 (U.S. DOE) Need new approaches to increase sustainability of travel One approach: focus on mass transit
Motorcoach Travel Carried approximately 750 million passengers in 2007. Can exceed 300 to 500 passenger mpg and remove 55 to 80 private vehicles from roads per bus, if filled to capacity. Eco-Labeling Eco-labels provide more complete information, can provoke environmental consideration in an immediate decision and create better environmental practices through competition.
Project Objectives Assessing the impacts of a pilot green certification program on the attitudes and behaviors of motorcoach operators. Studying the impacts of a pilot green certification program on consumer interest and demand for motorcoach travel. Key Accomplishments 1. GCC pilot program began May 2009 2. Motorcoach operator survey 3. GCC participant survey 4. Tour operator survey 5. Adoption of environmental best practices
GCC Pilot Program ISEAL Standard Setting Process A-1 A-2 A-3 C-1 Define Clear Objectives Define Structure and Process Build a Technical Committee Draft Standards B-1 Identify Potential Stakeholders B-2 Make Stakeholders Aware of Process B-3 Consultation on Draft Standards C-2 Revise the Standards D1 E-1 Field Testing Publication of the Standards Stakeholders Source: International Social and Environmental Accreditation and Labeling Alliance GCC Pilot Program 1. 2. 3. 4. 5. 6. 7. Certification Criteria Meeting or exceeding the industry average of 148 passenger miles per gallon. Running an EPA 2007 compliant engine. Running an EPA 2010 compliant engine. Offsetting carbon emissions by 80 percent through an endorsed carbon-trading program. Running on an alternative fuel such as a blend of biodiesel. Having a strict, documented, and verifiable energy conservation and recycling program. Incorporating other emerging environmental technologies as prescribed by the GCC.
GCC Pilot Program GCC Pilot Program 20 participating companies Current Status 813 motorcoaches currently certified and counting 2,300 motorcoaches likely to be certified representing 8% of motorcoaches operating in U.S.
Participating Companies Anderson Coach Lines Archway Bristol Tours Brown Coach Calco Travel Capital Bus Lines Coach USA/Megabus Dattco Escot Hammond Transportation Services Hampton-Jitney Hotard Coaches Lamoille Valley Transportation MTR Western Paradise Trailways Peter Pan Plymouth and Brockton Premier Coach Lines Riteway Bus Lines Royal Celebrity Coach Lines GCC Pilot Program
GCC Pilot Program GCC Pilot Program
Motorcoach Operator and GCC Participant Surveys Research Methods Internet survey administered to North American motorcoach company operators during summer 2009 Members of American Bus Association (ABA) and/or United Motorcoach Association (UMA) GCC Participant survey administered separately Motorcoach Operator and GCC Participant Surveys Results 204 respondents in general survey Follow up telephone interviews 75% did not recall receiving messages about survey Non-respondents did not differ from respondents in awareness of, and interest in, green certification or use of green marketing 21 respondents in participant survey
Motorcoach Operator and GCC Participant Surveys Results *Median values a In thousands Environmental Knowledge
Environmental Knowledge 1 2 3 4 5 Anti-Idling EPA Engines Biodiesel ULSD(n.s.) Carbon Footprint Carbon Offsets GCC Participant Would Consider Participating Would NOT Consider Participating Environmental Attitudes
Environmental Attitudes -3-2 -1 0 1 2 3 Anti-Idling Green Certification Passenger MPG EPA Engines Recycling Carbon Biodiesel GCC Participant Would Consider Participating Would NOT Consider Participating Environmental Behaviors
Environmental Behaviors 0.0% 100.0% Green Marketing Recycle at HQ Environmental Policy Recycle on Buses Carbon Footprint Carbon Offsets GCC Participant (Current) Would Consider Participating GCC Participant (Before Participation) Would NOT Consider Participating Environmental Behaviors 0.0% 100.0% Green Marketing Recycle at HQ Environmental Policy Recycle on Buses Carbon Footprint Carbon Offsets GCC Participant (Current) GCC Participant (Before Participation)
Tour Operator Survey Methods An Internet survey was administered to North American Tour Operators that are members of the American Bus Association. During the summer of 2009, messages were sent using Survey Monkey to each operator with 5 follow-up e-mails to non-respondents. Non-respondent phone calls were made at the end of the survey period. Tour Operator Survey Results Response rate of 33% (72 out of 228). Majority had a company size of 10 full time employees or less, with an adjusted average of 6.4 employees. 96% reported booking multi-day trips. 97% book trips for groups larger than 31 people.
Most Important Factors in Transportation Choice Number of Tour Operators 20 18 16 14 12 10 8 6 4 2 0 Price Reputation for Service Reputation for Safety Previous Partnership Location Convenience Membership in National Organization Environmental Practices Level of Importance of Environmental Practices Number of Tour Operators 30 25 20 15 10 5 0 9 Extremely Important 21 Very Important 25 Moderately Important 10 Somewhat Important 7 Not at all Important
Current Environmental Behaviors 87% of respondents engage in one or more environmentally friendly behaviors. 27% 8% 13% 52% None One Two Three Tour operators willingness to pay Number of Tour Operators 40 35 30 25 20 15 10 5 0 35 25 9 0 0% 1% 5% 10% Additional Percent of Price
Tour operators willingness to pay Number of environmental behaviors Significance Willingness to Pay Chi-square = 4.89 0.18 Mean importance of environmental practices Not Willing to Pay More 2.94 Willing to Pay More 3.47 Significance 0.05 Outreach and Publications 1. Research Presentations 2. GCC Outreach Materials 3. Press Coverage
Research Presentations Transportation Research Forum, March 2010 Transportation Research Board, January 2010 Behavior Energy and Climate Change Conference, November 2009 National Extension Tourism Conference, June 2009 Vermont Travel Industry Conference, April 2009 Outreach Efforts Site visits to 14 motorcoach operators so far Presentations for International Motorcoach Group, New England Bus Association, American Bus Association, and United Motorcoach Association Weekly communication with organizations and operators
GCC Outreach Materials Fact Sheets --Motorcoach Operator Survey --Tour Operator Survey --Biodiesel --Participant Comparison Program Packet for Field Test Participants Press Coverage Clean Cities Coalition Newsletter Articles NECN coverage at Quinnipiac University Trade Magazines (i.e., Bus and Motorcoach News, Destinations, Bus Ride) Providence Journal A number of online news services/journals
Budget Opportunities to expand research/budget are being explored (e.g., ABA Foundation; companies such as Academy Coach Lines and Massport; Clean Cities Program) Additional match could be available Vision for the Future Development of Green Coach research phase II Pilot program becomes permanent, serving as the foundation for a certification program for the passenger transportation sector