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-Does it matter to you if your hotel is environmentally friendly or not?
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It matters, but it is not normally my number one deciding factor (price and location being more important). That said, if price and location are comparable, I would go for the green one.
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-And if yes, would you be willing to pay higher room rates for this?
(as you probably know, green products are not the cheapest in the world)
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Not substantially higher rates, because to me that would imply eco-luxe. Green to me is more than 100% organic Egyptian cotton sheets and 100% organic shampoos -- these are the kinds of things I see when a hotel touts itself as green AND has a premium rate.
There are dozens of green things that a hotel can do to save itself money in the long run: excellent insulation, automatic shutoff of lights when the customer leaves the room, systems that save water are just a few, and general best practices (such as recycling and composting in the kitchen) are just a few. I don't think it's justified for a hotel to charge higher rates on these kinds of things, and they have more impact in the long run.
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-What would you expect from a 'green hotel'?
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See my answer to my previous question, plus following LEED specifications in constructing the hotel.