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With everyone talking green these days, and with many environmental groups squarely putting the travel industry in its crosshairs, European mega-tourism conglomerate TUI has announced that it will use its size to make good on the green mandate. The tour company is putting pressure on hotel companies to make their operations more environmentally sound.

“In five years we want minimum standards in all our hotels,” said Dermot Blastland, managing director for TUI UK and Ireland, which carries 30 million passengers a year across Europe to 200 destinations. “We will not feature hotels that do not comply.” He said that he expects other companies to follow its lead, as customer demand drives the move to more sustainable travel.

No specifics on what those green standards actually are, and five years is a long time for companies to catch up.

I’m hoping that the standards include more than putting a card in the hotel room to tell you how to notify housekeeping whether or not you want your sheets washed or your towels changed.

But it’s a start, and if a 600-pound gorilla like TUI gives its standards teeth, then they’re very likely to gain global relevance.

Some may be crying hypocrisy, since TUI operates airplanes after all, which aren’t known for their carbon-neutrality. But it’s a smart business move, even if hoteliers may be crying environmental blackmail. A company that’s willing to step forward and make a move like this signals to consumers that they’re taking the environmental impact of travel a smidgen more seriously than their competitors, and that could tip the scales for some folks weighing vacation alternatives.

Note to airlines: This is how you get in front of bad PR. By taking a stand that improves the greater good, and demanding that others follow or get left behind, the company comes out looking like a knight in shining armor, even if it’s not really a selfless act. There’s got to be a way for airlines to spin their less-than-stellar environmental reputation — or their less-than-stellar passengers’ rights reputation, for that matter — in a way that benefits the masses and simultaneously makes the company look good.