After a survey of over 70,000 people, Hilton Hotels is looking to increase their efforts towards sustainable travel and tourism.

The survey found that 62 percent of participants would not remain loyal to a brand that was found to have unethical business practices. Because of this, Hilton has decided to support the UN Sustainable Development Goals, and begin their Travel with Purpose campaign.

Hilton CEO Christopher Nassetta said, “The truth is we did this survey to support our underlying beliefs… I spend a lot of time with customers of all sorts and certainly, every one of those conversations suggests that, increasingly, [company ethics are] a part of the filtration system that customers have when they decide who they want to stay with.”

Knowing all this, Hilton is hoping that their new push toward sustainable travel will help their company maintain a positive image