Eco-hotels, also known as green hotels, represent environmentally conscious establishments that strive to reduce their impact on the environment through various sustainable practices. Their concept encompasses several key aspects related to the implementation of water and energy conservation programs and the reduction of solid waste, thus saving money and contributing to environmental preservation. These hotels follow specific guidelines from the European Agenda 21 to provide guests with safe, healthy, and energy-efficient accommodation. By adopting ecological standards and integrating environmentally friendly technologies, ecohotels significantly contribute to environmental protection while improving operational outcomes. This paper examines the attitudes and state of ecological awareness among potential tourists and users of eco-hotel services in Croatia, as well as eco-trends in the hospitality industry, driven by rapid development and the need to mitigate the negative consequences of mass tourism. It highlights the advantages of eco-hotels and suggests that Croatian hoteliers, in addition to regular hotel categorization, should also emphasize the eco-certificates they apply in their operations.