The travel business likes seeing green – and not just when it comes to the bottom line.

The trend toward implementing environmentally friendly practices in the travel and hospitality industries is accelerating, not because they’ve been taken over by tree huggers but because it’s what an increasing number of consumers are looking for.

According to a survey by the Travel Industry Association and Ypartnership, more than half of U.S. travelers would be more likely to choose a hotel, airline or rental car that used earth-friendly products and practices. On the other hand, only 13 percent would be willing to pay more for those services.

“That’s the rub, that a lot of people are not willing to pay for it,” says Margaret Kelly, an associate editor at Fodor’s Travel Guides…

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