How green AI can make tourism more sustainable and efficient? 

Artificial intelligence (AI) is transforming the tourism and hospitality industry: it helps manage bookings, personalise guest experiences, optimise operations, and improve resource efficiency. However, these digital solutions also consume energy and contribute to the environmental footprint of businesses. Applying sustainable AI enables hotels and tourism companies to reduce costs, optimise resources, and provide a more environmentally responsible service—without compromising the quality of the guest experience. 

Green AI refers to artificial intelligence practices designed to minimise environmental impact, following two complementary approaches: 

• Green-in AI: Focuses on making AI systems themselves more energy-efficient. This includes optimising algorithms, computational processes, and infrastructure so that AI consumes fewer resources. 

• Example: A hotel might use AI systems that are optimised to perform tasks efficiently, such as predictive staffing or energy scheduling, ensuring the AI itself consumes minimal computational resources. 

• Green-by AI: Uses AI to help reduce environmental impact in other areas. For example, applying AI to optimise operations, reduce emissions, or manage resources more efficiently in sectors outside the AI system itself. 

• Example: AI can guide guests toward verified eco-friendly options, optimise resource use, and manage tourism flows to prevent overcrowding. Kitchen management systems powered by AI can reduce food waste by analysing preparation and portioning. 

The goal is to do more with fewer resources, achieving operational efficiency and sustainability while maintaining a high-quality guest experience.

Copilot is an AI-based tool used to support employees in tasks such as drafting content, summarising information and automating routine work. While Copilot is not designed as a Green AI system, its day-to-day use can be optimised to avoid unnecessary energy consumption. Some ways Copilot could support operations in hotels, resorts, and tourist services include: 

• Creating personalised guest communications, such as welcome emails, itinerary updates, or service reminders. 

• Summarising guest feedback and reviews to quickly spot trends, satisfaction levels, or areas for improvement. 

• Automating routine administrative tasks, like scheduling staff shifts, generating invoices, or updating occupancy reports. 

• Generating ideas for marketing campaigns, special offers, or social media posts targeted at different tourist segments. 

• Assisting in planning events or experiences, by drafting proposals, schedules, or checklists efficiently. 

• Preparing training materials or internal guidelines for staff, reducing time spent on manual documentation. 

At HBX Group, employees use Copilot daily to enhance productivity. They have also completed a training course on using AI tools correctly and efficiently, ensuring that they can make the most of the technology in their daily work. Even though Copilot is not a Green AI system, using it efficiently allows tasks to be completed more effectively and avoids unnecessary repetition. Simple practices include: 

• Grouping similar tasks instead of running repeated queries. 

• Using templates and reusable prompts to avoid repetition. 

• Closing inactive sessions when not needed. 

• Running only targeted requests to avoid unnecessary processing. 

• Providing feedback to improve output quality and reduce repeated tasks. 

These habits do not stop the system from consuming energy, but they prevent unnecessary processing, which means slightly less energy is used while workflows remain efficient and organised. 

Artificial intelligence brings clear benefits to tourism and hospitality, from optimising operations to enhancing guest experiences. Yet, its use also carries an environmental cost. By applying Green AI and efficient practices, businesses can do more with less—reducing energy use and emissions while maintaining high-quality service, and supporting a more sustainable future for the sector.