Cavaller, VictorVillegas, Erick BeharNguyễn, Thảo VânBerlin International University of Applied Sciences2025-02-192025-12-022025-12-022024https://repository.berlin-international.de/handle/123456789/1103AUTHOR-SUPPLIED ABSTRACT: This research investigates sustainability in marketing practices at a&o hostels, focusing on their integration of Environmental, Social, and Governance (ESG) principles into business strategies within the hospitality industry. Sustainability in marketing has become increasingly pivotal as companies seek to align profitability with environmental and social responsibility. a&o hostels, with its extensive network across Europe and a commitment to becoming the first net-zero CO2 emission hostel chain by 2025, serves as a pertinent case study. The study explores how a&o hostels applies sustainable marketing strategies, analyzes their impacts on guest perceptions of sustainability, and assesses the efficacy of these strategies. By examining the implementation of ESG criteria in their operations and marketing communications, this research aims to provide insights into best practices and challenges faced by companies striving to integrate sustainability into their core business strategiesMACHINE-GENERATED CONTENTS NOTEengeffects (results)environmentenvironmental effectsenvironmental issuesenvironmental policyenvironmental protectionenvironmental responsibilitymarketingmarkets (systems)sustainable developmentThesis