Abstract
Sustainability has become an increasingly strategic priority in the hospitality industry, prompting hotels to intensify efforts to demonstrate their commitment to environmentally responsible practices. Yet ambiguous, exaggerated, or overly complex green marketing communications can confuse customers, fostering scepticism and perceptions of greenwashing. This paper investigates how the intensity of green marketing, the level of transparency, and hotel type shape customer trust prior to the booking decision. Initial results from the multinomial logit (MNL) analysis indicate that green marketing and transparency positively influence customer trust, whereas there is insufficient evidence that hotel type significantly affects trust at this stage.