Framing Sustainability in Luxury Hospitality: A Comparative Analysis of Brochures from Mandarin Oriental and Grand Hyatt Kuala Lumpur

Abstract

Amid growing public and environmental awareness, luxury hotel chains are increasingly embedding sustainability narrative into their branding strategies. This study investigates how two high-end hotels in Kuala Lumpur, Malaysia – Mandarin Oriental and Grand Hyatt – frame their sustainability efforts in official brochures. Drawing on Framing Theory and qualitative content analysis, the study examines the dominant frames, language choices, and narratives strategies employed to communicate environmental and social responsibility. By comparing the two brochures, the study reveals how each brand aligns its sustainability messaging with broader identity positioning and marketing objectives. The findings provide insights into the strategic branding approach to sustainability communication with broader brand identity strategies. This study is a valuable addition to the academic literature on sustainability framing in the luxury hospitality sector in Southeast Asia. It provides a comparison of how international hotel brands use sustainability as an approach to interaction to enhance engagement with socially and ecologically conscious consumer categories. The study emphasizes the rising significance of well-structured sustainability presentation in preserving competitive advantage in the more eco-aware tourism landscape.