editorial

Words by Lorria Sahmet 
June 15, 2026
At the recent GSTC2026 Global Sustainable Tourism Conference, hospitality leaders gathered in Phuket to share lessons and strategies on creating a more eco-friendly future for the industry.
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Walk into any hotel room and chances are you’ll see a small printed card on the smoothed duvet, a gentle reminder that bed linens won’t be changed on a daily basis. By the door, a nondescript sign prompts the removal of keycards when leaving. Hotels use up to six times as much energy as the average commercial property, with the constant running of heating and cooling systems, water, and lighting necessary to keep them operating around the clock.
To put that into numbers, hotels currently make up an estimated one percent of global carbon emissions. And as properties grow increasingly conscious of their carbon footprint, more mindful practices are integrated within the average hotel experience, guided by the likes of accreditation organizations such as the <a href="https://www.gstc.org/?DestinAsian">Global Sustainable Tourism Council (GSTC)</a>, which has established an evolving set of global standards for sustainable travel and tourism since 2008.
“GSTC is a non-profit organization, but our standards are based on UN definitions for sustainability. Our core work is to create and manage standards that are sculpted for tourism,” explains its CEO Randy Durband. “We spend more than a year creating each standard, and when we revise them, we spend another year with a process of inclusion, with people from the public sector, private sector, and academia. Revising [standards] too frequently causes disruption; there’s at least five years in between [every revision], but if you go too long, it’s not great either since times and technology change.”
At the GSTC2026 Global Sustainable Tourism Conference, held recently in <a href="https://destinasian.com/travel-guide/thailand/phuket">Phuket</a>, hospitality leaders shared the impact and value of sustainable practices in global brands.
For Ascott, which currently has over 1,000 properties in 46 countries, <a href="https://www.discoverasr.com/en/ascott-cares?gclsrc=aw.ds&amp;gad_source=1&amp;gad_campaignid=22587693052&amp;gbraid=0AAAAA_KJrIFamC3wIlVs9i1fxqiv9itur&amp;gclid=CjwKCAjwxb7RBhA5EiwAQ-AAdF34tLZEmlQlDtb-0I8IIGO_QrFqC5nuOPAaR-IQBHdpkhvFpAxADxoCPm4QAvD_BwE?DestinAsian">Ascott CARES</a> is the brand’s interpretation of GSTC standards neatly condensed into a nifty acronym: Community, Alliance, Respect, Environment, and Supply Chain. Beyond traditional definitions of hospitality, core GSTC practices are reworked into an easily adoptable framework that can be translated across its global portfolio.
“Over our journey for sustainability, I’ve learnt progress over perfection. We can’t get it right on day one,” shares Siew Kim Beh, Chief Financial and Sustainability Officer and Managing Director of <a href="https://www.discoverasr.com/en?DestinAsian">The Ascott Limited</a>, Japan and Korea. “It’s about setting targets that are measurable and working along the way.” 
The group is working toward the milestone of being 100 percent GSTC Certified by 2028. Currently, over 40 percent of Ascott’s portfolio is fully GSTC certified, an achievement that began in Singapore and India. “There’s a continuous learning journey,” Siew says, “Running a big portfolio means you have to inspire them and share [achievements].”
As for Siew, who sits at the intersection between finance and sustainability, she believes that there’s room for both to coexist. “We should be changing mindsets. Sustainability is not a cost, but a value proposition to owners, guests, and staff. It’s the driving force behind how an organization can sustain longer and stay more resilient.”
It’s a similar philosophy that steers green initiatives at <a href="https://www.radissonhotels.com/en-us/corporate?DestinAsian">Radisson Hotel Group</a>. Igne Hujibrechts, Chief Sustainability and Security Officer, emphasizes that sustainability is woven into the group’s values and presented as an integral experience at every Radisson property. “The trust from the consumer is key,” she explains. 
The group recently marked a new chapter, launching two certified net-zero properties in Manchester and Oslo and revealing a proven model developed over 18 months to strengthen the future scalability of Verified Net Zero—an initiative aiming to make every Radisson property net-zero by 2050. It encompasses a broad operations scope that includes implementing 100 percent renewable energy, responsible sourcing for low-carbon menus, and minimizing waste.
“We’re bringing [sustainability] to guests in a trusted and transparent way. The key thing is when we do sustainability, we talk about it, and we measure it. With Verified Net Zero hotels, we made a business case for sustainable stays,” she adds.
With 1,000 properties in operation and 700 more to come, Hujibrechts is working simultaneously on gaining accreditation from various sustainability bodies, starting with two GSTC-certified properties in India. She explains that certifications and recognition aren’t just limited to reducing environmental impact, but can be a long-term investment in increasing the property’s asset value as well. 
“It’s about building traction. If we can influence five percent [of guests], then everyone chooses to become more [sustainable],” Hujibrechts says. “It’s that pull that we want to generate, and we make it transparent with good labels. We do the work, making sure [the labels] are valid and trustworthy, which makes it easy for guests [to understand], and drives interest in properties.”
“It is about placing hotels in a better position in comparison to its competitors,” she adds. “Once the hotel gets on that [sustainable] journey, we can only make them improve. They won’t fall off it.”
Hujibrechts leaves with one lingering thought, quoting author Paulo Coelho: “The world is changed by your actions, and not your opinions.”

Dancers in national costume launch GSTC 2026 in Phuket, Thailand.

Greener Pastures: The Long Journey to Sustainable Hospitality