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The purpose of this study, based on bundles of select environmentally friendly hotel room attributes, is to identify what kind of green hotel room business and leisure travelers would most prefer. Another purpose of the study is to assess whether customers are willing to pay more, and if so, how much more, to stay in an environmentally friendly hotel room. The hotel room most preferred incorporated a refillable shampoo dispenser, energy efficient light bulbs, and towel and linen policies, as well as key cards, and green hotel certification. Green hotel certification was the most influential attribute on preference. These results contribute to the practical advancement of the hotel industry by providing the green attributes that may be most desirable to guests. This information can help hotel managers and operators set up their green hotel room accordingly, and also begin to gather information on the cost of creating a room that is made up of the preferred attributes. Further results and implications are discussed.


Accepted for publication in the Cornell Hospitality Quarterly, 2010.