Sustainable practices as a driver of brand value and satisfaction: is it the same for all guests?

Purpose – This study examines the influence of Integrated Marketing Communication (IMC) for sustainability on sustainable practices within the hotel sector, and its impact on brand equity and guest satisfaction. It further assesses the moderating effect of guests’ generational cohorts. Methodology/Design/Approach – Employing a quantitative approach, the research analyzes data from 280 guests at Spanish hotels using Partial Least Squares (PLS) regression. Findings – Findings highlight the significance of IMC for sustainability in driving sustainable practices, which positively affect brand equity and guest satisfaction. The study also uncovers generational differences in the impact of sustainable practices on brand equity. Originality of the research – This study contributes to the existing literature by highlighting the strategic role of sustainability and IMC in the hotel industry, particularly in enhancing brand equity and guest satisfaction. The examination of the moderating role of generational cohorts provides new insights into the nuanced ways in which different age groups perceive and value sustainability in their lodging choices. By doing so, it offers hotel managers a valuable guide for tailoring their sustainability initiatives and marketing communications to meet the diverse expectations of their guests, thereby achieving competitive advantages in a rapidly changing environment.