The success of Al Gore's book and movie, "An Inconvenient Truth," is creating environmental awareness in many fields, including the travel industry.
The former vice president's film warns of dire consequences if government and private leaders ignore evidence of global warming.
Now, for the first time, an entire luxury hotel brand will place ecology first.
The new "1" Hotel and Residences, conceived by the Starwood Capital Group, will adhere to green construction and operating principles and emphasize environmentally-sensitive consumption of natural resources.
The first of four properties will open in Seattle late in 2008, followed by other new hotels in Mammoth Mountain, Calif.; Scottsdale, Ariz.; and Fort Lauderdale, Fla.
The concept blends environmentally-sustainable architecture and interior design with top-of-the-line service and comfort.
The first four "1" properties in the U.S. will be newly constructed, while the first foreign "1," to be located in Paris, will be housed in a renovated historic property.
According to Starwood Capital Group, additional "1" properties are planned for New York, Los Angeles, Washington, other urban markets, and even resort destinations. All will be announced within the next year.
Within two years, the company hopes to have 15 "1" hotels signed or under construction.
The new brand is designed to demonstrate that eco-friendly ideals can not only coexist with a luxury property but enhance the overall hospitality experience by providing guests with a healthy lifestyle away from home.
