Can sustainability really add customer value? The case of Hotel Ermitage, Evian Les Bains, France

The purpose of this paper is to assess if environmental sustainability can add value to the hospitality experience. Using Green and Peloza’s Consumption Value Model (2011), the study adopts qualitative approach. Primary data was collected through semi-structured interviews with clients and managers of Hotel Ermitage. Findings indicate that sustainability results in symbolic and functional value, though the impact on customer value can be positive and negative. Value perceptions are heavily influenced by price, indicating that the potential to add value through sustainability might be limited. It is recommended that managers invest in educating consumers about sustainability, as greater awareness results in higher value perceptions. It is vital that sustainability does not interfere with hedonic aspect of the experience.