As more people become conscience of world around us, there has been an increasing pressure for businesses to keep up with their customer's demands. An emerging trend is more businesses going "green" or more eco-friendly. The United Kingdom Best Western hotels have agreed to endorse the Green Tourism Business Scheme. This program assists businesses with their efforts to become more eco-friendly by providing special savings and assist with their marketing efforts. So far, 280 owned and managed Best Western hotels in the United Kingdom have been involved.
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