In the hospitality industry consumers are willing to pay a premium for environmentally sound practices. This is evidenced by Saunders (2009), who compiled data from multiple sources in the hospitality industry and found that there is support by consumers for environmentally sensitive practices. Saunders found that the Travel Industry Association of America (TIA) pronounces in published literature that 54% of Americans are more likely to patronize hotels that practice environmental responsibility than those that do not, Orbitz figures that 67% of Americans place importance on the eco-friendliness of a destination, and Travelocity found that 80% of Americans are willing to spend more on an eco-friendly destination (Saunders, 2009). Finally, a Cone Roper Study found that 95% of consumers have a more positive image of a company that supports causes they care about (Saunders, 2009).

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