All across the country, hotels and their parent brands are talking about implementing or enhancing their environmental programs with more enthusiasm and passion than ever before. Not only has there been a tremendous influx of high-quality eco-products into the marketplace, but guests are becoming more sophisticated in their demands for a planet-friendly hotel. Eco, once considered to be an esoteric fringe lifestyle, has become part of the cultural mainstream and recent media reflects that trend. Compelling and extensive recent coverage in outlets such as Time, Vanity Fair, Elle, and Cameron Diaz's MTV show Trippin', have not only educated consumers on the urgency of doing our part, but has made it cool and sexy to care for the Earth.

So, what does it mean for hotels when consumers become more eco-savvy and have started to integrate planet-friendly practices into their own lives and homes? It means you had better "go green" or turn "green with envy" over your competitor's gain of market share you lost by not implementing an eco-program or enhancing your current one. Its 2006 and you can't try to pass off your 'towel and linen reuse' program from the 80's as your environmental initiative anymore - unless you want ...