The study, based on Generational Cohort Theory (GCT), analyzes how Gen Z participates in electronic word-of-mouth (eWOM) regarding hotels' sustainable practices. Despite Gen Z's strong association with environmental, social, and cultural values of sustainability, analysis of more than 495,000 online reviews reveals a gap between attitude and behavior, with Gen Z less active in sharing sustainable stay experiences online than other generational groups. The Silent Generation and Gen X appear to be more involved on environmental and socio-economic aspects, while Millennials focus on cultural aspects. The findings offer useful insights for tourism organizations on how to adapt their communication.
