The purpose of this work is to analyse tourism discourse (Dann 1996; Gotti 2006; Maci 2013) – i.e. English as specialised and promotional discourse in the tourism field – employed by twelve websites promoting eco-hotels, when communicating their corporate identity online in relation to the ‘global audience’. Corporate identity, or corporate image (Balmer 2001; Catenaccio 2007), refers to the way firms or business present themselves to the global market. A combined methodological approach, both qualitative and quantitative, is adopted in order to undertake discourse analysis in the field of tourism; the Corpus Linguistics approach (Teubert 2005) is privileged, in order to extract quantitative data; the qualitative analysis is derived from the interpretation of the data from a linguistic perspective (Manca 2016; Corbetta 1999; 2015). More specifically, the websites considered in this study concern six British eco-hotels and six Italian eco-hotels in a contrastive analysis; both groups of websites use English for their online communication. British eco-hotels’ websites (more precisely: four British and two Irish ones) address both a national and an international audience; the Italian ones – besides their Italian web pages – present an English version of their website in which English is used as a lingua franca (Guido 2008; Jenkins 2007; Seidlhofer 2002a) in order to reach a wider number of potential customers. As for the Italian websites, however, English is analysed in its promotional purposes. Issues concerning the theory and practice of translation are not under scrutiny here. Each corporate website is analysed according to four specific lexico-grammatical features selected for this study (Halliday 2004). The software WordSmith (Scott 1998; 2012) has been used for linguistic analysis (i.e. collection of linguistic items). The results of the analysis emphasise the fact that the British websites seem more inclined than the Italian ones to establish a ‘peer to peer’ relationship with their potential customers, while the Italian ones appear to be more concerned with the presentation of their exclusive services, especially green services, showing they privilege a kind of authoritative attitude towards their customers.