The hotel industry has been implementing a series of sustainability programs which expected results includes the participation of guests. In hotels, clients are constantly informed that reusing towels helps to conserve natural resources. However, percentage of guests reusing towels could be increased. The use of social norms at messages maybe a factor that increases guests adhesion to reuse programs. Initially was measured the percentage of guests reusing towels at an hotel located in Rio de Janeiro with the usual hotels informative card. In a second phase the card model was modified. A tag involving towels was created to increase guests perception. The material were divided in three models. For control group, information included solely the environmental appeal. For the first experimental group were informed that a majority of the hotel guests had joined the program. For the second experimental group, was informed that most of the guests staying at that apartment had joined the program. The results indicates that the participation of guests in reuse towels program was greater when the information has become more evident. However, there was no significant difference between reuse within the control group and the experimental groups receiving social norm information. Keywords