ICYMI: Can Travel Really Drive Change? Here’s How.

Welcome to the weekly AST Briefing.

This week, we’d like to revisit some of our previous stories that contributed to the broader sustainable travel discourse.

Can tourism protect a rainforest? We sat down with TIME’s Next Gen Leaders, sisters Ann and Billie Dumaliang, to uncover how the Masungi Georeserve is redefining conservation in the Philippines.

What makes a hotel truly meaningful? We decoded what two standout properties on Tourism Cares’ Thailand Meaningful Map are doing differently, and why it works.

Can we rewire how we book travel? We explored the rise of purpose-driven OTA platforms offering eco-conscious alternatives for travelers and hotels alike.

Is your brand spreading hope—or greenwashing? We laid out 5 clear strategies for travel brands to fight back against climate disinformation.

Ann and Billie Dumaliang: Guardians of Masungi Georeserve

Conversations about sustainable tourism in the Philippines often circle back to one name — the Masungi Georeserve. Nestled in the rugged rainforests of Rizal, this limestone haven is more than just a conservation area. It’s a battleground, a sanctuary, and, for sisters Ann and Billie Dumaliang, a lifelong calling.

Named among TIME's Next Generation Leaders in 2024, their fearless commitment to safeguarding a fragile ecosystem has captivated global audiences. Their work becomes even more significant in a country grappling with land grabs and deforestation.

Ann and Billie's passion for conservation runs deep, rooted in childhood weekends spent exploring Masungi under the guidance of their father, Ben Dumaliang.

Billie explains, “Our father inspired us to get involved with Masungi Georeserve. He instilled in us a deep appreciation for nature and the environment. Growing up, we witnessed his dedication to conservation and environmental stewardship, which significantly influenced our own values and aspirations.”

Their early connection to Masungi sparked a deep-seated commitment, building the foundation for the legacy they are now passionately carrying forward.

Inside Tourism Cares’ Meaningful Travel Map

A 2022 Bain study highlights a notable “say-do gap” among Asian consumers, where a significant interest in sustainability does not always translate to action. This gap is partly attributed to challenges in identifying companies and products that are verifiably sustainability-led. 

Recognizing this, the Tourism Authority of Thailand, in partnership with the U.S.-based NGO Tourism Cares, has taken steps to make purpose-driven tourism in Thailand more searchable and accessible to travelers and travel advisors alike. 

They introduced 15 Thai Impact Partners to the Meaningful Travel map — a curated collection of businesses that meet stringent sustainability and social responsibility standards.

To qualify, each listed company must meet rigorous requirements: paying local staff a living wage, actively engaging with the community, implementing robust sustainability plans, and providing ongoing environmental training for employees. These standards ensure that travelers can trust they’re supporting genuinely impactful businesses.

Yet, many still question whether sustainability can be financially viable in the long run. 

The Asia Sustainable Travel team visited Krabi to meet with the founders of two Meaningful Travel properties, Varana and Anana. The two visionary hoteliers shared insights into their motivations, their approach to blending purpose with profitability, and their vision for a more sustainable future in Asia’s travel industry.

Should Hotels Collaborate with OTAs or Move Away from Them?

The hospitality industry has undergone significant changes in recent years, largely driven by the growth of Online Travel Agencies (OTAs). As digital intermediaries, OTAs have revolutionized how travelers book accommodations and other travel services, providing convenience and a wide range of choices.

The global market size for OTAs in 2023 was substantial, with various sources providing slightly different figures. However, the overall trend shows significant growth and a strong market presence.

While there are benefits to partnering with OTAs, there are some common challenges that hospitality businesses navigate such as high commission fees, limited customer data access, brand dilution, and risk of negative reviews.

Some OTA platforms are emerging with a focus on sustainability, providing an alternative for both hotels and eco-conscious travelers who are committed to minimizing their environmental impact.

Lead the Fight Against Climate Disinformation in 5 Strategic Steps

Greenwashing has become pervasive in many industries with direct environmental impacts, such as energy, construction, travel, and hospitality. 

The United Nations Environment Programme (UNEP) warns that greenwashing undermines the credibility of legitimate sustainability efforts, erodes public trust, and slows down meaningful progress. 

There are two kinds of greenwashing: deliberate and unintentional.

Disinformation is an act of deliberately disseminating false or misleading information to manipulate, mislead, or create confusion. This presents a pressing challenge for sustainability professionals: how can their team communicate genuine sustainability efforts without getting drowned out by these PR spins? 

At the same time, in tourism and hospitality, many brands contribute to misinformation because of misunderstandings, lack of research, or reliance on inaccurate sources. 

This unintentional act stems from the pressure to appear sustainable in a competitive market, leading companies to overstate their environmental commitments, rely on ambiguous language like “carbon-neutral stays” without a robust verification, use flawed carbon offset programs, or misinterpret complex sustainability metrics. While well-intended, the misleading claims erode consumer trust and slow genuine progress.

What does the conscious traveler really want in 2025? And how can luxury brands move beyond beautiful words to create real impact with branding and marketing?

At the inaugural Luxury Summit Asia by Travel + Leisure Southeast Asia, our Co-Founder Jeremy Tran diving into these questions with an incredible panel:

• John Toomey – Chief Commercial Officer (APEC), Marriott International

• Pete Phornprapha – Founder & Creative Director, Wonderfruit Festival

• Lubosh Barta – Regional Vice President & General Manager at Four Seasons Hotel and Private Residences Bangkok

• Mirjam Peternek McCartney – CEO & Founder, Lemongrass Marketing

If you’re in Bangkok, we’d love to see you there.

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