
Green is back, if it really ever left. As the public is increasingly concerned about environmental issues, green management is rapidly becoming a strategic tool that can enhance a hotel's competitive advantage. Now that it seems clear that consumers are willing to pay a premium to enjoy the fruits of such practices, there is little excuse not to engage in them. For those hotels that position themselves as Green, the benefits can be great. From the hotel room placards that urge guests to reuse bath towels and resist having housekeeping change bedsheets daily in order to conserve water, to paperless checkouts, the travel and tourism industry is cashing in on being environmentally sound. Hotels who exhibit strong interest in environmental issues and actively participate in eco-friendly practices could distinct themselves from other hotels, hence creating a significant competitive advantage. Today, smart marketers are focused not only on whether consumers view their message, but to what extent they engage with it. Â Read the September Hotel Business Review for a perspective on how some hotels are harnessing the Green opportunity.