I'm not a denier - and I'm saying it because opinions have already been stated.
I'm not an innkeeper any more, though I wish I was. I help out a couple nearby places as needed.
As a guest, I'm happy to stay at a green place and have never been preached to other than seeing the guest guidelines posted. But I see lots of guest guidelines everywhere I stay that have nothing to do with ecology.
As an innkeeper, I signed on for the green certification because it offered (at the time) a free listing on various sites that promoted conservation and recycling.
That being said, the little signs about leaving towels to be re-used hanging or dropping those to be washed into the shower made the guests happy but it was often not practical. In a soggy harbor town where the fog sometimes didn't burn off til 10 am and then rolling in again at 4 pm on many summer days, wet towels left on the towel bar would still be damp and not so pleasant to use at the end of the day or even the next morning. And they'd smell funky. So I'd have to switch them out. Experimented with leaving them one weekend and had a lot of guests asking for fresh towels. I couldn't hang out laundry because of the fog or the seagulls (those gulls would use my sheets for target practice).
Recycling cardboard, plastic and glass was easy though it took time ... guests were really good about putting their empty wine bottles and plastic water bottles in the proper places, though the green folk carry their refillable water bottles. Styrofoam was and is such a pain! All the takeout food in styrofoam would yield huge bags of it every week. Still does at the little place I help out at.
It takes a lot of experimenting with shower heads to get a good strong shower with less water usage. Good for the bottom line, for sure. Same for the toilets. Some of the lower water use toilets have not worked out so great with guests flushing twice.
I am buying some new bulbs, though pricey. Good, soft light in what looks more like the traditional looking bulb that is happy in old fashioned light fixtures. I never warmed to the squiggly shaped CLF's with the mercury inside.
I have my own favorite natural or let's say 'friendlier' cleaning products that are so much kinder to my hands, to my lungs and get the job done. Bleach and chemical products have ruined lots of my clothes and there are a few things I spritz while holding my breath and leave the room to catch my breath. That can't be good and I hate to use them.
Being wasteful is never a good thing. I was taught to turn down the heat, turn off the lights, etc. I am always amazed that guests who crank up the a/c with open windows, leave bathroom fans and lights and tv's on when they go out.
You run a business, you make choices. You do what works for you. I think you should strive to please your market if it is compatible with your philosophy and helps you financially..