Substitution of alcohols is always in acid, because OH-
(hydroxide) is a BAD LG. On the other hand, H2O, the conjugate
acid of OH-, is a good LG. The acid transforms hydroxide to
water, so the substitution can take place.
If the alcohol is 3°, then the carbocation formed will be 3°
and stable enough to exist on its own. The oxonium ion formed will autoionize
and the substitution can take place. This process is called SN1:
Because of the dependence of the stability of the carbocation, the
order of reactivity is:
3° Alcohols: Most reactive.
2° Alcohols: Medium reactive.
1° Alcohols: Least reactive.
Actually, only the the 3° alcohols react readily @RT and no
catalyst. 1° and 2° need with heat and catalysts.