Courtesy of URBN

For the eco-conscious traveler, there are few signs more patronizing than the hotel bathroom cards urging guests to use fewer towels. Hotels will spout their green credentials when it comes to the customer doing something that saves them money, but green initiatives that take effort and are not profit-generating are rarely considered.

But there’s a whole new market opening up for eco-aware travelers. Requesting that guests use fewer towels or less water simply won’t suffice much longer: guests are starting to demand to know befor ......rated can minimize environmental damage and save money.”

The fact that more and more hotel customers want to go green doesn’t hurt either. “We receive a certain type of traveler that appreciates what we do and supports our business,” says Kwan. “[And] we have loyal customers who come back to us because — in part — of our eco-friendly initiatives, but . . .” he maintains, “URBN is still a great hotel, if it wasn’t, no amount of eco-friendly anything would keep the business afloat.”