Three groups have teamed up to make an in-depth analysis of green travel and are looking for companies to participate in the study.

Research firm PhoCusWright, Hospitality Sales and Marketing Association International, and Sustainable Travel International are working on “Going Green: The Business Impact of Environmental Awareness on Travel."

The study aims to look at how environmental concerns are playing into consumer and travel industry choices, identify main consumer values and behaviors, and highlight travel companies’ programs and performance.

"The recent flurry of green related media attention and messaging has created a cloud of hype that makes it difficult for companies to distill meaningful trends that have strategic impact,” Carroll Rheem, director of research at PhoCusWright said in a statement. “The goal of this study is to cut to the heart of what is important to travel companies and provide insights that will empower them to make smart decisions."

PhoCusWright plans to look at travel suppliers' current and planned green products and policies, consumer demand for green travel options and green initiatives aimed at consumers.