What's An Eco Hotel?

Hoteliers just love to create names and sections for things.
Of course we have those ignominious tags like boutique, hip, chic and our course eco?
So what exactly is an eco hotel?
Truly by name the properties should highlight sustainability, environment, traditional building materials, recycling, or be heavily influenced in both construction design and operations.
Unfortunately most pseudo eco hotels are none of the above and the slogan is one more used for marketing just like those signs in the bathroom about reusing towels etc.
While a number of hotels in locations such as Costa Rica, and other developing countries lag in the best practices Indonesia seems to be Asia's best hope for a breakthrough.
Two good examples are Fivelements and Bambu Indah in Bali.
Hopefully here in Phuket we will see some pioneering efforts in the near future.