BANGKOK/MANILA – Step into the lobby of many large hotels in Southeast Asia and the sensation is immediate: a sharp, artificial chill that feels less like relief from tropical heat than an overcorrection bordering on the hostile. The transition from humid streets into near-refrigerated interiors is so abrupt that European travelers, in particular, often stop short—startled, shivering, and reaching instinctively for a jacket they never thought to pack.

This is not an isolated discomfort. Across the region, hotels—especially large international chains—have embraced an aggressive use of air conditioning that permeates reception halls, corridors, spas, massage rooms, breakfast areas, restaurants, and even indoor swimming pool facilities. In many cases, guests cannot turn the systems off or raise the temperature in their rooms. The cold is imposed, not chosen.

For travelers unaccustomed to constant air conditioning at home, the consequences can extend well beyond momentary discomfort. During several stays in Southeast Asia, I developed severe colds accompanied by persistent coughing—illnesses that lingered for weeks after returning to Europe and required medical treatment and costly medication. Conversations with fellow travelers revealed similar stories, repeated with weary familiarity.

What makes this particularly puzzling is that I have yet to meet a hotel guest who actually requested such icy conditions. On the contrary, the overwhelming majority express frustration. The cold is not a luxury; it is an obstacle to comfort, rest, and health.

The Eco-Friendly Illusion

Adding insult to injury is the way many of these same hotels present themselves as champions of sustainability. Guests are gently reminded—sometimes daily—to reuse towels “for the sake of the environment,” a practice framed as ecological responsibility but one that also conveniently reduces laundry costs.

Meanwhile, vast amounts of energy are consumed to maintain lobby temperatures that would not be out of place in a Nordic winter. The contradiction is difficult to ignore. If environmental stewardship were truly the goal, hotels would begin with the most energy-intensive choice they make every hour of the day: how cold they insist on keeping their buildings.

Reducing air-conditioning settings to a comfortable 21–22 degrees Celsius would dramatically cut power consumption. The savings could be substantial—enough, perhaps, to ease room prices or improve services in ways guests would genuinely appreciate. That would be sustainability with real impact, benefiting both the planet and the traveler’s wallet.

Shopping Malls: The Other Deep Freeze

Hotels are not alone in this practice. Asia’s enormous shopping malls—architectural marvels and social hubs—often rival luxury hotels in their devotion to extreme indoor cold.

During a recent visit to a mall in Manila, I found the temperature so low that I purchased a long-sleeve shirt simply to remain comfortable. Outside, the air hovered around 29 degrees Celsius. Inside, restaurants were nearly empty, diners apparently deterred by the relentless blast of refrigerated air. I ultimately chose not to eat there at all.

The question again arises: who is this cold for?

A Cultural Gap Worth Bridging

It is true that many Asians grow up surrounded by air conditioning—at home, at work, in transport, and in public spaces. But Southeast Asia is also one of the world’s most popular destinations for European travelers, many of whom come seeking warmth, ease, and physical comfort, not an endurance test in climate shock.

Several international travel writers have noted this disconnect over the years, observing that excessive air conditioning often feels less like hospitality and more like institutional habit—one that persists largely because it has never been seriously questioned.

It should be.

Maintenance Matters

There is also a health dimension that goes beyond temperature. Poorly maintained air-conditioning systems—filters left uncleaned for years, vents clogged with dust—circulate not only cold air but dirty air. This neglect sends an unmistakable message: guest well-being is not a priority.

Regular servicing is not a luxury. It is a basic responsibility.

The Bottom Line

If hotels truly wish to be eco-friendly, to protect the health of their international guests, and to reduce their enormous monthly energy bills, the solution is both simple and obvious: turn down the air conditioning—not the comfort, but the excess.

Reusing towels may look virtuous on a bathroom card. Adjusting indoor temperatures would actually be virtuous.

It is time for hotels—and the mega-malls that mirror them—to stop mistaking frost for luxury. Hospitality, after all, should never leave guests shivering. (hz)