That’s why many hotels are not only going green and offering organic foods, but they are also going local. In fact, in some hotels, guests can take trips to the local garden and see the food they will be eating. They know that locally grown food—organic or conventionally farmed—tastes fresher and better. The fact that it probably delivers higher nutritional value is a bonus.

For hotels and casinos looking for ways to appeal to this demographic, which has an average annual income of more than $150,000—the top 7 percent of all U.S. households—the solution may be very close at hand. As close as your nearest farmer.