Communication assessment of Portuguese hotel industry

: web content analysis

Abstract

Sustainability has become a crucial component of business strategy across various industries, including luxury hospitality. However, luxury hotels often face the challenge of integrating sustainability into their brand narrative without compromising their high-end image. This study examines how Portuguese luxury hotels communicate sustainability on their websites through a content analysis of a selected sample of five-stars hotels. Using a Multi Correspondence Analysis (MCA), this research identifies key teams in sustainability communication and explores the tension between sustainability and luxury positioning. The findings reveal that while luxury hotels incorporate sustainability into their online messaging, it is often framed through certifications, governance structures, and external partnerships rather than as a core brand value. Furthermore, sustainability communication tends to be conservative, prioritizing operational necessity over competitive differentiation. This study highlights opportunities for luxury hotels to enhance their sustainability narratives by aligning more closely with consumer expectations and leveraging them as a distinct value proposition.

Date of Award	7 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Božidar Vlačić (Supervisor)