Dear AST friend,

It’s hard to believe we’re already approaching the end of the year. This will be our final AST Briefing of 2025, and we’ll be back in your inbox on January 8, 2026.

In this week’s edition, we’re sharing a full recap of the Asia Travel Future Summit. Find the key highlights below. 👇

And if you haven’t registered yet, our next AST Webinar is happening on January 22, 2026. We’ll be taking a deeper look at a timely question: Is the triple bottom line still achievable amid today’s political and economic headwinds? You can sign up using the link below. 👇

As we wrap up the year, our team will be taking the next three weeks to slow down and spend time with family and friends. We hope you’re able to carve out a little space to rest and reconnect too.

Wishing you a joyful and restorative holiday season.

If you like our content and want to support us, please share this newsletter with your friends to help us grow.

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Will AI Drive or Derail Sustainable Travel? Solving the Industry’s Challenges

Artificial intelligence is reshaping the travel industry, offering unparalleled efficiency, personalized guest experiences, and data-driven sustainability.

But at what cost?

At the recent Asia Travel Future Summit, we tackled this critical question: Will AI drive or derail sustainable travel?

Here’s a glimpse of what we uncovered:

The Environmental Cost of AI

AI’s potential is vast, but its environmental impact is significant. From high energy consumption to increased water usage and e-waste, the challenges are real.

Keynote speaker Julie Cheetham, COO of Travalyst, shared a sobering reality: “A single ChatGPT request consumes ten times the electricity of a Google search.” 

She also highlighted Google’s Green Light project, which uses AI to optimize traffic lights, reducing emissions for up to 47 million car rides each month.

Focus on Pain Points, Not Shiny Objects

AI isn’t about chasing trends—it’s about solving real problems. From reducing food waste in kitchens to automating repetitive tasks, AI can deliver measurable wins and, just as importantly, boost team morale.

Chris Legaspi, Chief Commercial Officer at Archipelago International, advised: “Start with a clear understanding of what you have before trying to implement AI.” He shared how their AI-powered revenue management system, FluxRate, automates forecasting and pricing, freeing teams to focus on strategy rather than tedious manual data entry.

The Real Threat Isn’t Automation, It’s Overload

AI isn’t here to replace humans—it’s here to help. By handling repetitive tasks, AI frees up teams to focus on what matters most: strategy, relationships, and guest experiences.

Chris also emphasized: “The real threat isn’t automation, actually. It’s overload. When people spend their days buried in reports or repetitive tasks, they lose the space to think and connect with guests.” He explained how AI can handle patterns and repetition, allowing teams to focus on judgment, context, and relationships.

Cultivating a Healthy Skepticism

Adopting AI responsibly requires a critical eye. Matthew Lo, CEO of Advant Labs, reminded us: “Technology should serve your business strategy, not the other way around.” 

He emphasized that AI should enhance the guest experience, not replace the human touch, and cautioned against adopting AI for the sake of it.

The Behavioral Gap in Operations

Data alone doesn’t solve problems—it’s how we act on it that matters. AI provides visibility, but leadership and training must translate insights into action.

Andrea Bellini, Senior Consulting Manager at Lightblue, shared how their FIT program integrates training, smart scales, and real-time data to reduce food waste in kitchens. He noted: “If a chef sees data as a tool for improvement rather than punishment, adoption skyrockets.”

Making Data Actionable

Sustainability data often sits unused in reports, but AI can turn it into actionable insights. Dimitri Syrris, Founder and CEO of Baotree, explained: “Hotels often have data scattered across spreadsheets and departments, making it hard to see the full picture or track real progress.”

He emphasized the importance of verifiable proof to avoid greenwashing: “When you’re vulnerable and honest about your challenges, and you show how you’re improving, you connect with people.” Dimitri also highlighted how Baotree’s platform ensures data integrity, enabling hotels to make agile, evidence-based decisions.

Hyper-Personalization with a Human Touch

AI enables hyper-personalization at scale, but it must be balanced with trust and authenticity.

Tara Schwenk, Senior Director of Digital Strategy at Lemongrass Marketing, explained: “Responsible data collection today looks more like a relationship than an extraction.” She encouraged brands to focus on first-party data and ensure every AI-generated story is fact-checked and culturally nuanced.

A Call for Courageous Leadership

The summit concluded with a powerful call to action from Fernanda Rodak, Manager for Sustainability at PATA. She emphasized two key lessons:

1. “Human judgment is the ultimate AI guardrail.” Leaders must ensure AI augments human ability rather than replacing it, maintaining accountability and ethical oversight.

2. “Data-driven sustainability is a key driver of profitability.” Using AI to tackle issues like food waste not only benefits the planet but also delivers significant financial savings.

Actionable Steps for Your AI Journey

The article also provides a clear roadmap for hospitality leaders looking to embrace AI responsibly. Key steps include:

• Starting small and iterating with targeted solutions

• Focusing on internal pain points like repetitive tasks

• Auditing your data to ensure it’s clean and accessible

• Investing in AI literacy to make informed decisions

• Prioritizing ethical implementation to balance innovation with sustainability

For AST Trailblazers:

• Watch the webinar recording.

• Read the guide to get a ready-to-use responsible AI framework and a 90-day integration rollout plan.

Not a member yet?

Become an AST member to get first access to the article and exclusive resources that help your property perform—operationally, experientially, commercially, and sustainably.

The Asia Travel Future Summit is a collaboration between Asia Sustainable Travel and Wise Steps Group.

Sign up for AST Webinar, “Is Triple Win Possible? Guests Return, People Prosper, Nature Thrives”

With growing pressure to create memorable guest experiences while strengthening communities and regenerating ecosystems, a powerful opportunity emerges: tourism can deliver a true triple win.

This AST Webinar brings together practitioners and innovators who are already proving what’s possible — showcasing regenerative business models, community partnerships, biodiversity initiatives, and long-term value creation that benefit everyone involved.

Expect practical frameworks, case studies, and tools you can apply immediately to inspire repeat guests, strengthen local livelihoods, and restore nature.

Join us live as we challenge outdated assumptions and spotlight the leaders demonstrating that triple-win tourism isn’t just achievable—it’s becoming the new benchmark for the industry.

Expect case studies and tools to design experiences that inspire repeat guests, strengthen local livelihoods, and restore nature.

Speaker lineup coming soon.

Date: 22 January 2026

Time: 4:00–5:00 PM UTC+8

Share your story on AST in 2026

We’re excited to share our editorial content themes for 2026.

If you have a story that the world needs to know, simply reply to this email and let our team know which topic resonates with you.

Access insights, tools, and connections to lead the sustainability agenda in travel

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