Environmental sustainability has often been claimed as a means to providing a competitive advantage by encouraging efficiencies, attracting customers and obtaining business. This work critically considers this idea in the context of the hotel industry by comparing the strategic intent and implementation of sustainability initiatives in hotels across North America. Environmental sustainability strategies can employ a low cost, a differentiated or a hybrid (a combination of the two) approach to creating a competitive advantage. Controlling for the type and age of hotel we find that the hotels sampled in this study used a combination of all three approaches but tended to rely on their need to create environmental sustainability legitimacy by placing an emphasis on differentiation through environmental sustainability branding. A lack of recognition by management of the contribution to their future economic success that low cost strategies can provide has implications for hotel owners. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment