Despite hotels’ managers spend substantial time and money on environmental initiatives; they are not sure
whether their guests perceive their green efforts appropriately. The purpose of this study is to analyze guests’
perceptions of hotels’ environmental practices expressed through social media. Main results suggest that even
though customers perceive green efforts regarding six items: Energy, Water, Purchasing, Waste, Site and
Education & Innovation, they do not discern hotels' level of environmental commitment. Moreover, guests'
perceptions of hotel efforts in environmentally friendly practices do not significantly differ by the mode of travel
nor by the reviewer's experience in travel platforms. A relevant implication is that the communication about
environmentally friendly practices needs to be redesigned and intensified by hotel managers in order to take
advantage of these efforts.
