Communicating Sustainability in Hospitality: A Multi-Layer Analysis of Transparency, Green Claims, and Corporate Value Construction

This study examines how major global hotel groups construct sustainability through corporate communication, assessing both the thematic content and the internal coherence of their Environmental-Social-Governance (ESG) narratives. The research question is How do international hotel corporations construct sustainability through their corporate communication and ESG reporting? The research applies qualitative content analysis of sustainability reports from ten international hotel corporations and a four-layer discursive coherence model (performance, operational, narrative, strategic), the study analyses 888 coded quotations and 205 sustainability-theme occurrences in ATLAS.ti version 25, a qualitative data-analysis software. Results show that while measurable, performance-based disclosures dominate—such as digital food-waste monitoring, emissions-intensity reductions, and responsible sourcing—symbolic language remains strategically deployed to reinforce identity, purpose, and legitimacy. Across the sector, sustainability discourse converges around four recurring pillars: environmental performance leadership, community resilience, responsible business governance, and inclusive economic empowerment. The study advances theoretical work on sustainability communication by conceptualizing discursive coherence as an indicator of organizational authenticity and offers actionable insights for enhancing credibility and stakeholder trust in corporate ESG reporting.