Element, the Westin-inspired extended-stay brand coming from Starwood, will be "green" all the way through: Starwood requires all of its element hotels to meet standards associated with the U.S. Green Building Council's LEED certification.

That's a first for the lodging industry, at least in regard to new-builds (Fairmont Hotels and Resorts is another dedicatedly "green" brand, though most of its hotels are older).

The first element, set to open in July in the Boston suburb of Lexington, aims to be a beta site for green construction, Starwood says. Among the green features, which also stress style, are stainless-steel appliances and lighting, recycling bins for paper, plastic and glass, and amenity dispensers in the showers.

"By testing and refining element in our own laboratory, we are developing an economically responsible LEED-certified hotel concept that is accessible to developers and designed to be replicated, promising a more sustainable future," says Frits van Paasschen, Starwood's chief executive officer.

Element's adherence to Leadership in Energy and Environmental Design standards may well migrate to other Starwood brands such as W, Sheraton and Westin, suggests element Global Brand Leader Brian McGuinness.