Hello, everyone!

Last month, we co-hosted the Beyond Greenwashing: Enabling Verifiable Storytelling in Sustainable Travel webinar with Dimitri Syrris, Founder and CEO of Baotree.

Together, we discussed one of the most pressing challenges facing the hospitality and tourism industry today: how can businesses move beyond vague claims and superficial eco-labels to tell stories that are authentic, impactful, and verifiable?

The webinar wasn’t just another discussion about being “eco-friendly.” We delved into how storytelling, backed by data and human connection, can turn sustainability efforts into meaningful stories that build trust and inspire action.

This week’s Feature Story recaps the webinar’s key takeaways, including solutions to common sustainability communication challenges, frameworks for structuring stories, and tools to help your business craft narratives that matter.

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Beyond Greenwashing: How Verifiable Storytelling Drives Impactful, Responsible Tourism

Stories with Substance 

Today's travelers ask more profound questions: "Where does this seafood come from? What does this hotel do to protect the ecosystems? What actions is the resort taking to support the local businesses?" 

They are not just expecting answers; they are demanding transparency.

This demand opens a window of opportunity—not for quick, superficial marketing tactics designed to grab attention—but for meaningful connections with your audiences by turning sustainability-led practices into engaging stories.

Data Meets Storytelling

The foundation of credible storytelling lies in collecting and organizing robust data. Dimitri introduced Baotree, a platform that supports tourism businesses in tracking sustainability metrics, even in regions with limited connectivity. 

He shared how Baotree uses geospatial mapping, offline capabilities, and customizable frameworks to enable staff and even community members to gather data.

Whether tracking water usage or recording turtle conservation data, systems like Baotree ensure that your sustainability stories are grounded in measurable actions.

An example was a Southern African tourism business managing 16 camps and lodges. Baotree designed data frameworks aligned with multiple United Nations Sustainable Development Goals (SDGs), tracking everything from wildlife conservation to community healthcare initiatives.

This centralized data collection empowers the business to showcase its impact across all properties through cohesive, fact-backed narratives.

The 5Ws and 1H Framework

One of the simplest ways to craft authentic stories is to use the 5Ws and 1H framework. This journalist-inspired approach asks foundational questions for structuring any narrative.

→ Read more about the framework here.

Challenges and Solutions in Sustainable Storytelling

During the webinar, we shared solutions to some of the most frequent sustainability communication challenges, such as:

1. Greenwashing 

2. Greenhushing

3. Data deficiency

4. Operational disconnect

5. Audience engagement fatigue

→ Find out about the solutions to these challenges here.

The Power of Structured and Emotional Storytelling 

Practical Tools for Starting Now 

If you would like copies of these resources, simply reply to this email.

We’re thrilled to announce that Asia Sustainable Travel (AST) is a media partner for the 4th Philippine Hospitality on Sustainable Tourism (PHILHOST).

This isn’t just another event. PHILHOST is where hospitality leaders in the country come together to discover innovative solutions, share game-changing ideas, and take meaningful action for a more responsible tourism. 

If you’re a hotel owner, operator, or developer, this is your chance to gain actionable insights through sessions like:

• WTTC's Hotel Sustainability Basics

• Sustainable building design and architecture

• Food and waste management strategies

• Renewable energy solutions to cut costs and emissions

Mark your calendar:
📅 May 22, 2025
📍 Ascott BGC, Taguig City

👉 Learn more and register today: https://philhost.tajarahospitality.com/

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