The author conducted field experiments to determine the effectiveness of normative messages designed to promote towel re-use in hotel rooms. The control received the message “This hotel has initiated a conservation program.” An example of a treatment message was “Nearly 75% of hotel guests choose to reuse their towels each day. To support our guests who want to conserve, this hotel has initiated a conservation program”. The authors find some evidence of behavior change in the treatment groups but note the overlapping confidence intervals.