Despite the proliferation of eco-friendly messages, there is a lot of green marketing power being left on the table. The J.D. Power and Associates 2007 North America Hotel Guest Satisfaction Study reports nearly one-third of the hotel guests surveyed did not know whether the hotel had conservation programs in place. Hotels that can get a hearing with the 73% of guests who would participate in green programs if they were aware of them have a major opportunity to get a foothold in a growing market.

Start with low-hanging fruit: eco-conscious group business. San Francisco’s Orchard Hotel and Orchard Garden Hotel created special packages for eco-friendly targets such as the Natural Resources Defense Council, Friends of the Urban Forest and the city’s department of environmental affairs. Relationships like these can be significant green business drivers, says Stefan Muhle, general manager, but they have to be just one piece of the strategy. “You don’t want to become an activist. That alienates clients who don’t buy into green,” he says. “There are a lot of people who still think green is about hemp and Birkenstocks. To sell to them, promote the social responsibility side of being green—being a good neighbor and buying locally.”

Three Embassy Suites in Orlando, Florida, leverage their recent designation as Florida Green Lodge hotels to go after more association and government business—a move that became more meaningful January 1 with a mandate that requires all Florida state agencies and departments to hold meetings and conferences only at hotels with Florida Green Lodging designations.

The challenge of finding green-conscious individual travelers is fueling growth for green booking services such as Eco Reservation, Canmore, Alberta, Canada. While all media are good places to gain visibility, Andrea Spiess, CEO Eco Crown Hospitality, sees the Internet as an effective vehicle to market green. “Look for an online booking engine with a green travel policy. Ask about how the service is targeting younger consumers and business travelers. Then, make sure your green marketing campaign is specific to your target clientele,” Spiess says.

Eberhardt Rues, president, RUES Hotel Selection EcoFriendly Hotels Worldwide and RUES Hotel Management and Consulting, Citrus Springs, Florida, recommends hotels showcase their efforts—and the results—throughout their marketing efforts. Just having a paragraph on the Web site that charts energy and water saving results can drive home the green message.

Despite the temptation to trumpet green initiatives, subtle and consistent is more effective—especially at the top of the market. From the beginning of its Leading Green Initiative, The Leading Hotels of the World, New York City, promoted via word-of-mouth rather than through heavy advertising. “We find that a viral campaign reaches conscious consumers much more effectively, since they tend to be skeptical of claims of green programs and are very sensitive to “greenwashing,’ ” says Kristin Glass, Leading’s marketing manager.

Internal marketing programs developed to educate all staff regarding Leading Hotels’ green agenda and marketing through various partnerships (new and old) heighten green visibility. “We also have been educating our database of consumers about the program and the growing importance of sustainable travel. Our Leaders Club members now have the option of clicking on 'make my reservations carbon neutral’ in their member profiles,” Glass says.