The purpose of this research was to study the willingness to pay for green hotel (green
hotels) or with environmentally friendly policies by using questionnaire. It was used as a tool
to collect data from sample groups who stayed or have used a green hotel from 19 hotels of
385 Thai guests. The results showed that the willingness to pay for green hotel guests was at
a high level by choosing a hotel that spend the extra money to carry out environmentally
friendly activities or environmentally friendly policy. In addition, the results of the research
also found that sex, age and education level of consumers have a significant influence on the
willingness to pay for green hotel guests. The results of this research are beneficial to both
academic circles, hotel operator and marketing communicators to promote of environmental
friendly hotel policies and to do marketing communications to attract consumers to choose
green hotels.