It’s no surprise that affluent vacation-goers are taking the environment into account when planning their getaways.

These influential, early adopters have helped bring environmental consciousness to the forefront of traveling minds around the globe. As a result, an eco-conscious standard of luxury travel has been embraced. Green accommodations and amenities are not only accessible, but are often expected by high-end travelers.

And it’s not just about reusing towels. Many brands, like the W Hotel in San Francisco, are retrofitting their facilities with updated HVAC and electrical systems to provide their guests with the most energy-efficient option in the market. The demand for green travel isn’t even limited to hotels; travelers want their flights to be greener as well. And many airlines are starting to live up to their expectations.

Here are a few examples of brands that are doing a great job of keeping up with the green travel mindset:

• Virgin America was voted greenest airline for the fourth year in a row by Greenopia.
• Pure Luxury Transportation, a chauffeured ground transportation company in California, has a reputation for commitment to green practices in the luxury transportation market.
• And take a look at 10 exceptional eco-resorts around the world offering eco-conscious luxury experiences.

Brands shouldn’t think of going green as merely an obligation. Think of it as an investment. Going greener (i.e. beyond just recycling and changing light bulbs) allows  you to compete in a different, more lucrative category, appealing to a consumer who is willing to pay more for green travel. It may cost a lot to retrofit or add a new roof, but over time, it will pay off — maybe even faster than you think.