Green marketing is an important research area in the marketing literature, with researchers exploring how businesses can balance customer satisfaction, through outstanding services, with minimal environmental impact. Yet, the independent impact of specific green elements of hotel services on the consumer–hotel brand relationship remains largely unexplored in the hospitality and tourism literature. Based on a review of relevant literature corroborated with qualitative in-depth interviews, followed by empirical validation, a framework is proposed for brand loyalty towards green hotel services, measured by attribute-based green service encounters and shaped through positive experiences.