As environmental consciousness continues to shape our current society, and its consumer behavior, the luxury hospitality industry faces the challenge of integrating sustainable practices while preserving its essence of opulence and exclusivity. Moreover, in a society where social media platforms are omnipresent, these establishments have to learn to use this new tool in a way that can help them to communicate about their sustainable strategy. This dissertation investigates the intersection of sustainability, luxury, and social media, focusing on how luxury hotels can effectively communicate their sustainable initiatives without diluting their brand image. Using Fairmont Le Manoir Richelieu as a case study, the research focuses on the strategies employed by luxury hotels to promote sustainability, especially in the event sector, the role of social media in amplifying these efforts, and the challenges associated with maintaining authenticity.