• The Wall Street Journal, Wednesday, September 12, 2007 11:30 AM

As more hotels try to become more environmentally friendly--in part to satisfy customers who are demanding it--they find themselves cluttered with "green" products and hype--but without many reliable guideposts for what's effective.

Major corporations, including Marriott and Hilton, are studying options as they make decisions on far-reaching environmental initiatives intended to appeal to consumers with a conscience. And, at the same time, save on water, energy and waste, without downgrading quality. One problem is that there isn't a standard for what makes a hotel green.

A handful of hotels have gotten certification from the U.S. Green Building Council, a nonprofit group in Washington that grades commercial buildings on areas such as water efficiency and energy use. Green Seal, another nonprofit, has an extensive certification program for hotels and motels that takes up to three months and costs from $1,950 to $3,000 annually, depending on the size of the hotel.

Read the whole story at The Wall Street Journal »