Are you interested in sustainable travel and an easy booking process?

This question is not really useful. Would anyone ever say "No, I want a hard booking process"? If you are trying to find out how much people are willing to pay for a better service, you need to find out who has already done that (your target niche). Or for those who have not been prepared to pay more for this service, why not (these people are not your target anyway). Also you are mixing two value propositions. Separate them and it will make it easier to define your target.