Incorporation of trace (Al3+, B3+) in Y2O3 lattice, causes an enhancement of efficiency of both D-5(0) -> F-7(2) luminescence of Eu3+ and its excitation in Y2O3:Eu3+ red phosphor. Enhancement of excitation remains restricted around the (Eu3+ - O2-) C-T band. The D-5(0) -> F-7(2) decay characteristics and the build-up time of the D-5(0) excited state of Eu3+ also change due to such incorporation, although the luminescence pattern remains unchanged. The result suggests a change in polarity of the host rather than the site symmetry of Eu3+ by the hetero-cations. Calculation of the Judd-Ofelt parameters of the D-5(0) -> F-7(2) transition of Eu3+ gives similar results. (C) 2007 Elsevier B.V. All rights reserved.