Deal publisher Travelzoo is to launch a dedicated section of its site for eco-friendly hotels as part of an initiative to celebrate the 40th anniversary of Earth Day.
Every accommodation deal featured in the new section must come from a LEED-certified hotel - a system created by the US's Green Building Council to establish credentials for Leadership in Energy and Environmental Design.
The green channel on Travelzoo will run in the US-only from 1 April to 30 April 2010, coinciding with Earth Day on 22 April 2010.
Travelzoo claims a survey of 1,000 US consumers found that 91% would choose to stay at an eco-friendly hotel if two properties were exactly the same in terms of price and amenities.
However, around half say they will not pay extra for green accommodation.
Travelzoo's announcement is likely to form one of many initiatives by travel companies in the run up to Earth Day, although opinions has become increasingly divided in recent months over issues such as carbon offsetting.
ResponsibleTravelpulled its carbon offsetting programme in October 2009, claiming the process was not in the best interests of the wider green debate and opting instead for general information pages for customers to make their own decisions.