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 Eva & Sonu Shivdasani, the Owners of Soneva Kiri


My Top Tips to Conscious Travel

  • Ensure electricity such as air conditioning and lights are turned off when you are not in your room.
  • Do not accept plastic bottles or straws, but choose places that use alternatives like glass and paper.
  • Ask to see how the resort handles solid waste. Soneva Kiri happily takes guests on an Eco Centro tour to show our waste-to-wealth practices.
  • Choose food that has a low environmental cost. Ideally avoid meat and choose plant-based options.
  • Choose resorts that offset your carbon emissions including air travel. Alternatively offset your own emissions.

Local Experiences in Ko Kut, Thailand

  • ART: Join Soneva Kiri's DIY workshop to learn tie-dye or make a kite from local materials.
  • ARTISINAL SHOPS: Soneva gallery celebrate local artists through the selection of local handicrafts - bags, baskets, Thai silk, home-decors, etc.
  • DRINK & EAT: Venture throughout the four culinary regions of Thailand. Dine on seven plant-based dishes that use traditional Thai ingredients and Nordic cooking techniques and cooking methods.
  • CONNECT WITH NATURE: Mangrove Paddle-Boarding experience invites guests to explore Koh Kood’s mangrove forests and learn about the abundant wildlife and the mangrove’s vital role in protecting the island’s delicate ecosystem.
  • ENTERTAINMENT: Cinemaparadiso is a classic film screening in an open-air on-the-sand theatre experience with complimentary munchies served - popcorn and over 60 flavours of ice cream, a cocktail or something more substantial.
  • BEST PLACE TO BE KISSED OR WATCH SUNRISE/SUNSET: The View delight guests with its spectacular natural vistas and unparalleled outlook for a romantic evening.

Experience Better Travel

Sustainable, transformative, purposeful … and delightfully regenerative.

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Traveller Tools to Trust

Accountable, ambitious and sets the bar higher on low carbon travel and support of Global Goals.

NOW Sustainability

Find, track & directly book truly sustainable hotels


NOW Offset Carbon

Calculate & offset your air travel carbon footprint.

NOW Resources

We are the problem and we are the solution

2021 Actions Determine Hope for a Stable Future

  • 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 amounting to over $10 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 | | 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). Today, it is 1.2°C (34.16°F). Events are occurring to amplify warming. 2026 is in less than 5 years.

    Track Climate Action By Country NOW

It must be NOW!

NOW Guide to What’s Good Outside

Passionate hosts with purpose at LUX* Le Morne, Mauritius
share their unique knowledge of local culture and experiences.


Achieving Global Goals

Forests Without Frontiers is a non-profit tree-planting organisation, working on reforestation and rewilding projects. We create bio-diverse nature havens, working with local expert partners and help restore ecosystems. View

Forests Without Frontiers is supported by The Alpina Gstaad.

Forests Without Frontiers Life on Land

NOW Team Blog

"Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has." Margaret Mead

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 emergency 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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NOW Community


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Top 10 Countries

  • United States18.95%
  • United Kingdom16.26%
  • Canada6.51%
  • India5.36%
  • Philippines4.23%
  • Switzerland3.53%
  • Australia3.53%
  • Germany2.31%
  • China2.21%
  • France1.73%

Learn more

Note: The above information is updated quarterly. Last updated on 11 May 2021.

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