According to Dan Esty, by way of Kermit the Frog, it isn't easy to be green. Speaking at the HOT/Green Conference in Dallas, the Yale law professor recounted both the opportunities and challenges for hotels to adopt meaningful environmental strategies.

"There has been a major transition in how we pursue environmental action in this country," said Esty during a luncheon address. He is a professor of environmental law and policy at Yale and author of nine books, including Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value and Build Competitive Advantage. "While action was previously done by government mandate, the new approach is by way of economic incentive that ultimately will require businesses to drive innovation."

He believes corporate commitment must start with CEOs and filter down. The keys to good environmental affairs management for all businesses, including hotels, take a combination of "leadership, operations, metrics, communications and property programs." Mistakes occur when companies fail to be strategic and when they misunderstand their markets.

"Overpromising is another trap companies fall into," he said. "Rather than proclaim that your business is 'green,' it's better to say something like 'we're on the road to sustainability' and then deliver more than you promise."