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A study of 571 business and leisure travelers examined the environmentally friendly attributes that guests seek in hotel rooms. Using conjoint analysis of bundles of seven hotel room attributes, the study found that the most influential single attribute on hotel room preference for this sample was green hotel certification (such as LEED). These respondents were also supportive of rooms with a refillable shampoo dispenser, energy-efficient light bulbs, and towel and linen reuse policies. Guests also appreciated the idea of a key card that would control all energy use in the room. Relatively few respondents agreed that they would pay more to stay in a “green” room. The study included only respondents who indicated a willingness to stay in green rooms and as such cannot be generalized. However, the study found few differences between the preferences of the 284 business travelers and the 287 leisure travelers. Three …