Dear AST friend,

If you have been reading any newsletter since the start of 2026, you may have noticed that it is shorter than before.

We’d love to hear what you think.

• Reply “1” if you like this new format.

• Reply “2” if you want us to bring the longer version.

In this week’s Feature Story, we explore the often-overlooked ROI of community engagement. Drawing on practical examples from across Asia, the article shares clear, actionable strategies for hoteliers looking to turn local partnerships into long-term business advantage.

Lastly, in a few hours, we’ll be hosting our first AST Webinar of 2026. Register to receive the Zoom link and join the conversation today at 4:00 PM (UTC+8, Singapore time). Registration details below. 👇

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The Hidden ROI of Community Investment: What Hoteliers Are Overlooking

If your hotel’s strategy for profitability still focuses only on room rates and marketing, you might be missing your strongest and most reliable asset: your local community.

Many still see working with the community as just a CSR checkbox or an unnecessary expense. This view is outdated and risky.

Today, with travelers caring more and markets changing quickly, connecting your business to the local area is essential. It builds loyalty, reduces risk, and brings benefits that conventional financial reports often overlook.

For hospitality professionals in Asia, where culture and community are closely connected, this approach is fundamental. Dismissing community involvement as just a cost is a missed opportunity.

Supporting your local community is a smart business move that brings tangible results, from smoother operations to a stronger brand reputation that marketing dollars cannot buy. 

This article explains the hidden ROI and strategies for integrating community investment into your business, setting a clear roadmap for hoteliers eager to capitalize on this opportunity.

In this article:

• How destination stewardship, inclusive growth, and brand credibility form a new framework for value creation

• How Jaya House River Park’s tree-planting and single-use plastic reduction initiatives helped enhance public space and improve public health

• How Megaworld Hotels & Resorts’ Sampaguita Project supports local organizations and underprivileged children while integrating the Philippines’ national flower into its culinary identity

• A clear three-step strategy for hoteliers ready to get started

Collaborate with AST

Our 2026 programming focuses on the challenges that matter most—from creating inclusive economic value in local communities, explored in today’s webinar, to strengthening circular supply chains later in the year.

Across all formats, our emphasis remains the same: practical solutions, tangible impact, and credible storytelling.

Hotels and travel businesses:

Share your story with AST to strengthen brand visibility and connect with values-aligned collaborators and peers.

Sustainability solution providers:

Engage directly with key decision-makers across the travel industry through AST events to scale both growth and impact.

Opportunities are offered on a rolling basis. Sessions often fill up, up to three months in advance.

Please note that dates and themes are subject to change.

📩 How to apply:
1️⃣ Email [email protected]
2️⃣ Indicate which topic/event you’d like to collaborate with us on.
3️⃣ In 2–3 sentences, tell us what makes you an expert in the topic.

Join our first AST Webinar of 2026 today!

📅 Thursday, 22 January 2026
⏰ 4:00–5:00 PM (UTC+8)

👉🏽 Sign up now to receive a link to join live.

Save the date for our next AST Webinar! 

Own the Guest, Own the Revenue: Advanced Direct Booking Strategies 

Join top industry experts as they share actionable strategies to reduce OTA dependency, boost direct bookings, and build stronger guest relationships.

What you’ll learn:

• AI-driven search visibility: How to ensure your hotel is prioritized by AI tools, capturing high-intent travelers before they reach OTAs

• Personalized guest experiences on your website: How to leverage predictive personalization to increase conversions and guest satisfaction

• SEO for hotels in 2026: How to apply proven SEO strategies to drive direct traffic and optimize your digital presence

• Shoppable video content: How to turn your existing Instagram videos into booking engines—no new content needed

📅 Thursday, 19 February 2026 
⏰ 4:00–5:00 PM (UTC+8)

Watch this space for the speaker lineup.

Register now to reserve your spot and receive the Zoom link!

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