Over the past decade, hotel companies have implemented programs to reduce the waste generated and the energy used in their daily operations. Many have been successful in saving both resources and money as well as attracting environmentally conscious guests; however, the industry as a whole has yet to make sustainability an integral part of its strategic plans. The Two Tomorrows sustainability agency’s latest survey, the Tomorrow’s Value Rating (TVR) from 2009, indicates that the world’s ten largest hotel companies “are only just beginning to address the wide range of social and environmental challenges facing the sector.” Climate Counts, which scores corporations on the climate impact of their business, found similar results when researching six major hotel firms. “The world’s largest hotel chains may be seeking practical ways to address a range of broad environmental impacts in their operations . . . however, few appear to be aligning such actions as part of a larger and more comprehensive carbon management strategy. An average sector score of 19 out of a possible 100 suggests the sector has much work ahead.” Now that the low hanging fruit that has enabled hotels to claim they are going green has been picked, it is time for hotel companies to evolve their sustainability programs in order to address the new phase of challenges and opportunities they currently face.