Many expected the downturn in the global economy to force travel suppliers, including hotels, airlines and cruise lines, to put their eco-friendly efforts on hold. Instead, many have found that going green can actually help reduce expenses. "I don't want to overstate this, but in some ways the economic issue has been good for sustainability," said Ted Martens, director of outreach and development for Sustainable Travel International. "People are saying, 'I need to look at the ways that we use water, or other resources.'"

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