Environmental factors are increasingly important in the hospitality industry, with "green" operations receiving more attention from the hotel industry. As a result, major hotel brands, such as Starwood, have started environmental initiatives with far-reaching effects on the development and operation of their properties. But are consumers ready for these changes, who are they, and what benefits do they perceive as important? To answer these questions, hoteliers must understand how to position their hotel and attract the right customer. Following prior research, and adapting a psychographic segmentation approach, this study segmented respondents into shades of green, then determined their preferences for hotel offerings of products and services and the perceived benefits they seek. The results highlight the importance of environmental attitudes in the prediction of green consumer behavior. The results show that the shades of green consumers are reasonably distinct and different in terms of identifiable characteristics and behavior patterns and suggest targeting specific strategies to particular green consumer segments as a powerful operational tool in attracting and retaining more guests.