For Hotels, Eco-Friendly Means Profit-Friendly

Hotels have figured out that going green means high marketing potential. From fluorescent light bulbs and motion-sensored lighting to LEED (U.S. Green Building Council's Leadership in Energy and Environmental Design) certifications – green means a clean, calm and eco-friendly getaway.

Green hotels are all about memorable guest experiences. MSNBC lists some of the most notable green hotels that offer in-room recycling bins, housekeeping carts with nontoxic cleaners, organic snacks and coffees, produce from local farms, recycled toilet paper – and even waterless urinals. From Motel 6 to Marriott, this trend is on the rise from lowbrow to highbrow. But can they compete with the "Greenest hotel in America?" The Proximity Hotel in Greensboro, North Carolina is the first hotel to attain LEED Platinum Certification, its highest rating. I wonder if they leave organic, fair-trade chocolate mints on the pillows.

It seems this is only the beginning. Environmental responsibility dominated the panel sessions at the latest International Hotel/Motel & Restaurant Show, where the hoteliers reminded themselves of an industry survey that reported that a large number of U.S. travelers are willing to pay up to 8.5 percent more for an in room rate for environmentally friendly hotels. Hotels have also seen lowered operating costs from green initiatives. After paying off potential capital costs, does this mean they're saving money but charging customers more?