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• A new method for big social data analysis to reveal traveller' behavior is presented. • EM clustering approach is used for customers' segmentation. • Neural network combined with fuzzy logic is used for preference prediction. • The method uses HOSVD for data dimensionality reduction. • The method is evaluated on eco-friendly hotels data. Sustainable tourism is an emerging trend around the world. Eco-friendly (green) hotels are environmentally friendly properties that are becoming more popular among green travellers. Electronic Word-of-Mouth (e-WOM) is a method of communicating with customers to share their experiences and is a powerful marketing tool for hotel marketing. This paper investigates the role of online reviews of eco-friendly hotels for preference learning using multi-criteria decision-making and machine learning techniques. We develop a new method using multi-criteria decision making, supervised and unsupervised learning techniques. The Expectation-Maximization (EM) algorithm is used as an unsupervised learning technique to cluster travellers' online reviews. We use the Higher-Order Singular-Value Decomposition technique along with a similarity measure to find the most similar customers based on their preference. To predict travellers' preference for eco-friendly hotels, we employ a neuro-fuzzy system, the Adaptive Neuro-Fuzzy Inference System, as a supervised learning technique. To select the most important criteria, we use the entropy-weight approach in each segment. Several experiments were performed on the collected data from the Czech Republic's eco-friendly hotels on the TripAdvisor platform. The results demonstrated that the hybrid approach is effective for customers' segmentation, and preference learning and prediction in eco-friendly hotels. [ABSTRACT FROM AUTHOR]