Sustainability visibility in hospitality: assessing online communication through a benchmarking index and a destination-level scorecard

Purpose This study examines how hotels communicate sustainability practices across digital channels and develops two complementary tools, the Practical Visibility Index (PVI) and the Sustainability Visibility Scorecard (SVS), to assess the visibility, clarity, and thematic breadth of sustainability communication in hospitality. Design/methodology/approach A quantitative content analysis of 120 eco-certified hotels across five major Greek tourism regions was conducted, supported by descriptive statistics, correlation analysis, and illustrative regression analysis. Presence, Clarity, and Richness were systematically coded from hotel websites and complemented by qualitative insights from published expert statements. The PVI was constructed as a theory-informed composite benchmarking index, while the SVS was designed as an applied scorecard for hotel and destination-level use. Findings Chain-affiliated hotels tend to communicate more comprehensively but often shift sustainability disclosure to corporate reports, whereas many independent properties rely on generic claims, with notable website omissions. Eco-labels enhance visibility only when supported by specific, multi-theme communication. The SVS complements the PVI by offering an assessment framework and illustrating the visibility of sustainability across digital platforms. Practical implications The PVI and SVS provide managers and destination authorities with operational tools to diagnose communication gaps, enhance transparency, and support more coherent and credible sustainability messaging, improving strategic alignment and competitive positioning outcomes. Originality/value This study contributes a signaling theory–informed, measurable framework for evaluating sustainability visibility and introduces the SVS as a benchmarking tool for hoteliers and destinations for online sustainability communication.