After inconveniently learning a few truths and watching celebrities roll up to red carpets in fuel-efficient hybrids, it seems everyone is going green these days. But some of the best and most effective environmental efforts are being embraced by the hotel and lodging industries. Not only do hotels feel the pressure to implement eco-friendly steps that go beyond simply allowing guests the option of reusing their linens and towels, it's apparent they must take measures to accommodate more and more guests who are specifically seeking out the hotels that have gone green. Some celebrities - from Andy Dick to Woody Harrelson - have even designed their own eco-friendly suites. And some hotels, such as 70 Park Avenue in New York City, are even starting to implement their own eco-concierge, on hand to recommend eco-friendly ways of getting around the city or give directions to the local organic restaurant.

But celebrity trends aside, hotels are seeking out their Green Seal certification and have taken pledges to become a part of the Green Hotels Association because they truly want to make a difference - and turn a profit. Last June, Gettys and Hospitality Design Group identified and developed 10 "macrotrends" through the Hotel ...