In today's society, being green is very important to many consumers but not all. The green conscious consumers have come to expect that the companies they do business with have the same beliefs. A companies green initiatives could be the deciding factor for some whether or not they frequent a business. Hospitality businesses must be aware of these green expectations from their consumers. They also must know how to communicate specifically to their green consumers explaining their specific green practices.. The article supports this when it states: "Green consumers are reasonably distinct in terms of identifiable characteristics and behavior patterns. Targeting specific marketing strategies to potential green consumers is likely to be more effective than directing these strategies to the entire population by assuming that all members of the population are potential green consumers," Unfortunately, it sometimes can be rather difficult to target green guests. It is much harder to identify these types of guests in comparison to non-green conscious guests. Also about 75% of green conscious guests aren't willing to really impact the comfort level of their stay to save the environment. Green guests may be green conscious but studies have shown they aren't really willing to give up the comforts such as daily housekeeping, high-pressure showers and fresh linens instead of reusing sheets during an extended visit. The article supports this when it states: "Although industry research has shown that a significant percentage of hotel guests would prefer to stay in a hotel that cares about the environment, guests are not always that predictable. Barber noted that a study by a major national hotel operation opposite findings: 75 percent of their guest respondents said they would not give up daily hotel room service activities." This is why green initiatives specifically targeted at green consumers are essential. The green consumer even though they may no