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Dave Lanford and his wife Heidi have run the Iris Inn of Waynesboro, Va., for five years, and in that time they have succeeded in creating a bed & breakfast haven that is eco-friendly—a distinction insurers say is driving business to some inns over others.

Being a green or eco-friendly B&B is “becoming something of a point of differential” for some inns, says Peter Sherman, founder and partner of The B&B Team, a Virginia-based consultancy.

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