The Asia Sustainable Travel (AST) Forum Ha Noi gathered industry leaders to address two important challenges in hospitality and tourism. The discussion spanned two thought-provoking panels.

The first, “From Plastic Pollution to Solution,” spotlighted practical approaches to reducing plastic waste through innovative supply chains, guest engagement, and community partnerships.

The second, “Sustainability: Cost Center or Revenue Driver?” explored strategies to balance environmental, social, and economic sustainability while embedding these principles into business operations.

These sessions highlighted how the hospitality sector can achieve a meaningful impact by aligning business growth with responsible practices.

From Plastic Pollution to Solution: The Pivotal Role of Hospitality

By Jeremy Tran

As we championed this year’s World Environment Day theme, #BeatPlasticPollution, AST Forum Ha Noi brought together three changemakers to deep-dive into how the hospitality sector can act as a catalyst for the plastic pollution. From innovative supply chains to guest engagement and community empowerment, these leaders illustrate how hotels can drive sustainability across their entire value chain.

Left: James Thai, Chief Operating Officer of AVANA Retreat; Pauline Frison, CEO of Second Life and Dinh Thuy Nga, Sustainability Manager at Six Senses Ninh Van Bay joined virtually; Right: Jeremy Tran, Co-Founder of Asia Sustainable Travel

Remote Resorts, Bold Innovations

Situated far from urban hubs, AVANA Retreat and Six Senses Ninh Van Bay had to design bespoke supply chains to fulfill their sustainability visions.

Dinh Thuy Nga, Sustainability Manager at Six Senses Ninh Van Bay, emphasized that successfully reducing plastic use requires both strong leadership and unwavering organizational commitment. “Hotels must adopt a long-term mindset, beginning with procurement, to meaningfully tackle plastic waste,” she asserted.

James Thai, Chief Operating Officer of Avana Retreat, underscored the importance of forging partnerships that embrace creativity and resourcefulness. “Engaging in collaborative dialogue and reimagining local natural materials allowed us to meet our property’s unique standards,” he explained. He also pointed to practical, low-cost initiatives that any brand can implement immediately.

The old-fashioned mechanical key. Not only does it eliminate plastic keycards, but it also respects Jewish guests who refrain from using electronic devices on Shabbat.

From his trials with various nature-based packaging, Thai identified betel trunks as an excellent option: they’re compostable, readily available, and easily cultivated in tropical climates.

When asked how to integrate waste-management education into the guest experience, Dinh shared that Six Senses hosts interactive workshops, ranging from papermaking to hands-on recycling sessions, aligned with the brand’s ethos of sustainability and immersion.

Hotels rely on extensive networks of community members, suppliers, and internal teams. Especially in remote environments, the potential to inspire and elevate an entire value chain is palpable.

A Voice from Thailand: Lessons from Second Life

Pauline Frison, CEO of Second Life, a Thailand-based social enterprise focused on ocean plastic collection and recycling, brought compelling insights to Vietnam’s fight against plastic pollution, even though her team doesn’t yet operate there.

Second Life has recovered more than 5,500 tonnes of plastic waste, a volume equivalent to two full Olympic swimming pools, from coastal and mountain areas, particularly in Thailand’s key destinations like Krabi and Chiang Mai.

Frison’s most impactful advice includes:

Look beyond circularity
While circularity and increased recycling are important and need to be addressed by government regulations, non‑recyclable plastics and the legacy waste already polluting our environment need to be addressed immediately.

Don’t let recycling justify plastic overproduction
Recycling matters, but not if it becomes an excuse to endlessly produce and consume more plastic. Stronger pillars are needed: reuse, reduction, and viable alternatives.

Empower communities to act
Awareness-raising is a first step, but the real transformation happens when local communities are equipped with the tools and platforms needed to take meaningful, sustained action.

Sustainability in Hospitality and Tourism: Cost Center or Revenue Driver?

By Rhea Vitto Tabora

The second panel explored one of the most debated topics in the industry: is sustainability a financial burden or a pathway to greater economic resilience?

The speakers challenged conventional thinking and shared strategies for integrating eco-conscious practices into business operations, emphasizing the importance of striking a balance between profit, environmental care, and social equity.

Sustainability Starts with Defining Its Purpose

Motti Essakow, Co-Founder of nestwell hospitality and Rythms by Design, began with a challenge to rethink what sustainability really means. He posed a thought-provoking question to the audience: "What is the official definition? What does the word sustainable actually mean? Because that's where it all starts."

Essakow explained that sustainability is about balance. "The word sustainable is about keeping the balance between destruction and restoration," he said. He pointed out that while sustainability often focuses on environmental or social factors, there is less attention on economic outcomes. According to him, real progress lies in aligning "people, planet, and profit" with financial success as an integral part of sustainable strategies.

He also highlighted the often-overlooked role of the Chief Financial Officer (CFO) in advancing sustainability initiatives. "The greenest person in any organization is the CFO," he said. "They see how sustainability saves and earns money, making their support critical to connecting initiatives to the bottom line."

His challenge to hospitality leaders was clear: ensure every action answers the question of how it builds profits while protecting people and the planet. He cited examples such as reducing water and energy consumption in hotels, explaining, "If it's being done correctly and measured, they should be using less water, less chemicals, which means making more money and making the bank manager happy."

Motti Essakow, Co-Founder of nestwell hospitality and Rythms by Design, joined the AST Forum Ha Noi virtually.

Data-Driven Sustainability Strategies

Oscar Rapin, Sustainability Manager at Aquila, emphasized the importance of using actionable financial metrics to integrate sustainability into all aspects of operations. "We need to stop seeing sustainability as an isolated department, but one that is fully integrated into the hotel's operation and strategy," he said.

Rapin pointed out that tying sustainability metrics to operational and financial goals makes them easier for decision-makers to act on. "When you demonstrate that reducing energy consumption by 10% also cuts energy costs by 15%, you'll win the financial controller's support."

Supporting his point with practical advice, he said, "Walk around your hotel with your chief engineer to identify the high-energy-consuming systems. Something as simple as running laundry during off-peak energy hours can lead to immediate savings."

Essakow further argued for adopting a "responsible business financial statement," a tool to measure how sustainability-led practices improve a company's bottom line. Hospitality leaders, he suggested, should present sustainability as a business-critical priority rather than an abstract ideal.

Rethinking Hospitality Standards

Catherine Germier, Founder and CEO of Millennium Destinations, delivered a compelling critique of outdated hospitality practices.

“Why are minibars a default feature in hotel rooms when they’re often unused?” she asked, sparking a discussion about reconsidering amenities to better align with sustainability and the evolving preferences of today’s travelers.

Her vision also extended to ecosystem-based thinking, advocating for a broader approach to tourism that considers the needs of businesses, governments, communities, and travelers. “Destinations function as interconnected ecosystems,” she explained, cautioning against siloed thinking.

"We can't think in silos because it doesn't make sense. We need to change our mindset and start seeing how everything is connected."

Left: Oscar Rapin, Sustainability Manager at Aquila; Right: Catherine Germier, Founder and CEO of Millennium Destinations

Building Resilience Through Values-Driven Decisions

Dorothee Perrault, Founder of Chôm Chôm Travel, shared how her brand’s unwavering commitment to sustainable principles has become a defining feature of its success.

She reflected on the initial challenges of staying selective in partnerships and turning down opportunities that didn’t align with her values. Over time, her steadfast approach built trust and credibility with both clients and collaborators.

“Trust gives your company value,” she said, adding that prioritizing authenticity over profit helped her establish a strong reputation in the competitive market.

Similarly, Bobby Nguyen, Chairman of Rustic Hospitality Group and Mekong Rustic, shared how his community-based tourism initiatives have created economic opportunities in Vietnam’s Mekong Delta. By training local community members in areas like hospitality, tour guiding, and traditional craft-making, ensuring that tourism revenue is shared fairly.

Nguyen shared how the model helps visitors connect deeply with the culture of the Mekong Delta while also supporting local farmers and artisans. "Tourism becomes a sustainable economic solution, preserving both heritage and livelihoods," he said.

During the pandemic, this approach proved resilient. Communities involved in the project were able to rely on alternative income sources, such as farming, when tourism slowed.

Left: Dorothee Perrault, Founder of Chôm Chôm Travel; Right: Bobby Nguyen, Chairman of Rustic Hospitality Group and Mekong Rustic

Modern Luxury and Sustainability

Reframing traditional notions of luxury, Essakow reminded the audience that luxury is no longer just defined by the quality and comfort of the physical product or the excessive amenities. "Luxury is something that makes you feel good," he said, adding that responsible luxury focuses on well-being and the thoughtful enjoyment of one's surroundings.

This redefinition encourages the hospitality industry to create experiences that are both aspirational and aligned with sustainable values, resonating with modern, conscientious travelers.

The Role of Data in Driving Sustainable Luxury

Data isn’t just for auditors or sustainability managers; it’s a way to tell powerful stories. The panelists emphasized how using transparent, data-driven insights enhances credibility and reinforces a brand’s message.

"Guests and stakeholders value honesty,” Germier said. “When you back up your claims with numbers, it stops being just marketing—it becomes evidence."

Essakow echoed this idea with a call to turn data into uniqueness. "By incorporating numerical insights into your story, hotels can move beyond selling rooms to selling narratives of responsible travel—narratives that can command premium room rates."

Overcoming Financial Barriers with Innovation

For businesses concerned about costs, Rapin shared innovative financing solutions. Aquila’s model enables hotels to upgrade systems like HVAC without upfront investment, allowing payments to be structured over time. This approach makes sustainability achievable, even for smaller properties with limited budgets.

Essakow also encouraged developers to incorporate sustainability into the early design stages of new projects, minimizing the need for expensive retrofits in the future.

Key Lessons

Define and understand sustainability holistically. Environmental, economic, and social dimensions must work hand in hand.
Engage your CFO. Financial leaders are key allies in connecting sustainability goals to measurable results.
Audit inefficiencies. Work with your team to identify areas for immediate savings and opportunities for improvement.
Build trust through authenticity. Turning down opportunities that don’t align with your values can build stronger loyalty with your customers and partners.
Challenge old habits. Question outdated practices that no longer match with sustainability-led priorities, such as maintaining unnecessary amenities like minibars.
Make data your ally. Use measurable results to tell a compelling, credible, and brand-differentiating story.
Collaborate with communities. Partner with local stakeholders to co-create tourism experiences that benefit everyone involved.
Plan sustainably from the start. Integrate sustainability into project design to avoid costly retrofitting later.

The panel demonstrated that sustainability does not have to be a divisive issue between ethics and business viability. Instead, it is a unifying framework that elevates operational efficiency, brand loyalty, and community well-being.

We would like to thank our partners, nestwell hospitality , Aqu i la, ESGs Asia, OneS eed, and Chôm Chôm Travel for their support in making the AST Forum Hanoi a success.