Conscious Hotels

What do the words ‘eco-friendly hotel’evoke?

Collective decisions about how much toilettissue you can use in damp rooms reeking ofdope?

A vast white Asian paradise built in therainforest by indentured labour?

The Dutch founders of Conscious Hotels wanted toestablish a new chain of luxury eco-hotels that weregreen and hip but also fun.

Those three adjectives rarely hang out together.

They’re not even Facebook friends.

The tone of voice had to establish the Hotels’ authenticgreen credentials.

But in an engaging way.

Making being kind to the planet playful.