NOW supports both travellers and the travel industry to commit to a more sustainable and regenerative future.

Travellers use NOW to travel better, decarbonize and directly book the world’s most sustainable stays.

Hotels that join NOW are accountable, inspiring and do more than just sustain, they advance the
wellbeing of communities and the environment.

Find them in NOW Sustainability Tool.

Explore thoughtfully with Daniel & Rohaise Rose-Bristow, the Owners & MDs of The Torridon

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My Top Tips to Conscious Travel

  • We encourage guests to switch into ‘Torridon Mode’ whilst they are here as the location of the Torridon means that you are given the opportunity to truly switch off and spend time as a family without the interruptions of daily life.
  • Although public transport is hard to find in this remote part of Scotland, we do have 2 Tesla charging points and 2 rapid charging points available to use free of charge so why not visit us in your electric vehicle.
  • Search for other hotels through the It Must Be Now websites Sustainability Tool and stay at other sustainable hotels around the world.
  • Offset carbon emissions of air and ground travel with NOW OFFSET CARBON TOOL powered by South Pole.
  • Buy gifts from local artists and shops during your stay.
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Local Experiences in Wester Ross, UK

  • ART: Visit Bealach Gallery or Blue Roof Studio to browse and purchase local artwork.
  • ARTISINAL SHOPS: Locharron of Scotland, located just 30 minutes from the Torridon, when you step inside the quintessentially Scottish store you will find a wonderful range of tartans, knitwear, kilts and tweed clothing.
  • DRINK & EAT: For fresh, local and sustainably sourced seafood on our doorstep, we recommend a trip to the Kishorn Seafood Bar or The Potting Shed at Applecross.
  • CONNECT WITH NATURE: Take a walk around Loch Damph and Balgy Falls, an 11km circuit taking you along the shores of the Loch. Keep an eye out for sea otters, deer and sea eagles as you walk through the forest of native Scots pine trees.
  • ENTERTAINMENT: For a unique way to enjoy the surroundings, book an adventure activity with one of our on-site instructors, from a peaceful kayak on the Loch to an exhilarating scramble in the gorge. There is something for everyone.
  • WATCH THE SUNSET/BE KISSED: Take a short walk up the Beinn Damph hill track to enjoy a sensational view over Upper Loch Torridon as the sun is setting.

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We are the problem and we are the solution

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2021 Actions Determine Hope for a Stable Future

MONTH
WEEK
DAYS
  • WHY it must be NOW?

  • We have gone over the dreaded tipping points. It is no longer just about saving the planet ... it is about saving ourselves.
    It is still possible to avoid total systems collapse and catastrophe IF WE ACT NOW.
    Our Opportunity - Governments across the globe announced their recovery stimulus plans in April 2020 amounting to $10.6 trillion.

  • WHAT can each person do to boldly drive change NOW? +
  • Invest in change NOW
    Support big movements that demand recovery programs address the climate emergency, collapsing ecosystems and deficits on social justice.

    Extinction Rebellion | 350.org | Fridays for Future | Stop Ecocide | Fossil Fuel Divestments | Possible

    Build personal resilience NOW
    Radically advance to a low carbon and sustainable lifestyle. Waste less.

    Know you have power NOW
    Only support accountable and transparent companies that aim to be carbon zero before 2030 and support the Global Goals.

  • HOW much time is left before doors close?  WHAT is the science telling us? +

  • 1.5°C (34.7°F) above pre-industrial level is the absolute ‘red line in the sand’ when a series of one-way doors start to close. Carbon Brief’s analysis for the IPCC’s 2021-2022 Assessment Report revealed that our world will likely exceed 1.5°C (34.7°F) between 2026 and 2042 (central estimate 2030 and 2032). Events are occurring to amplify warming. 2026 is in less than 5 years.

    Track Climate Action By Country NOW https://climateactiontracker.org/

Inspiring Responsible Travel

Embrace the world, support communities, regenerate our planet in the process

Our Big Questions

What is the Future of Work in the Hotel industry?

Time to rethink and do better

Our Big Questions

Is This ‘The Last Chance’ Decade?

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It must be NOW!

It must be NOW that aviation becomes carbon positive – nobody should fly without planting trees or investing in other projects that have a positive impact on earth and help repair some of the damage we have done.

Nicoleta Carpineanu, Founder of Forests Without Frontiers View

At a time when we have enormous pressures on planetary boundaries and where too many people are left behind, there is huge opportunity for business leaders to step up and address some of the most urgent challenges we face. It must be NOW that business adopt a model not just based on CSR and being “less bad”, but one that truly puts itself to the service of society and takes responsibility for its value chain.

Paul Polman, Founder of Imagine View

It must be NOW that the hotel industry must stop talking about growth and seeking more profit. They need to commit to investing in energy efficiencies, reduce emissions and give back to the community.

Sue Williams, General Manager of Whatley Manor View

It must be NOW that consumers must drive the narrative. Everyday people like us can change the world by refusing to do business with or buy products from anyone who’s values aren’t aligned with our own.

Doc Hendley, Founder of Wine to Water View

It must be NOW that we all take the time to witness firsthand the devastation that has already and is currently taking place in destinations and communities that don’t affect us personally. While that is often a difficult, sad experience, we learn the most from personal interactions and need to be storytellers on these communities’ behalf to ensure they cannot be ignored or forgotten.

Lindsey Ueberroth, CEO of Preferred Hotels & Resorts View

It must be NOW that we vote. The solutions are ultimately political. Tell elected officials that your vote will be based on their climate record. We have to turn public will into political will and turn political will into policies and actions.

John Heller, CEO of Little Sun View

NOW Guide to What’s Good Outside

Passionate hosts with purpose at Soneva Kiri, Thailand
share their unique knowledge of local culture and experiences.

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Achieving Global Goals

MADE BLUE is on a mission: clean water for everyone!
Still 844,000,000 people lack access to safe drinking water. They are locked in a poverty trap because they spend most of their time collecting water that is probably polluted and may lead to illness and even death of young children. View

Made Blue is supported by Grand Hotel Huis ter Duin.

Made Blue Clean Water & Sanitation

The NOW Team BlogRigorous Sustainability Must Be The New Normal

2021 is the year to pivot. Make it better, not just safer.

NOW Press Room

As we have said on so many different occasions, sustainability and wellbeing are completely intertwined, but who will lead the charge in the travel & tourism industry that seems to be lagging behind compared to some of its industry peers? Organisations like It Must Be NOW are clearly ahead of the game, setting best practices, offering certification tools and creating signalling effects. We posit that as the climate emergence intensifies, such organisations will put into motion a snowball / cascading effect. Expansion will therefore be exponential, not linear. Latecomers and doubters beware!

Thierry Malleret,
Managing Partner, Monthly Barometer

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