Why It Must Be NOW? +

Credit: Four Seasons Maldives

Why It Must Be NOW? +

Credit: LEAF

Why It Must Be NOW? +

Why It Must Be NOW? +

Credit: Reefscapers

Why It Must Be NOW? +

Transforming Tourism Businesses for a Sustainable Future

Today, there is greater expectation for business to lead and demonstrate commitment to a sustainable future with accountability and transparency. More leaders want to do the right thing on issues of climate and sustainability, but we are not yet seeing the deep transformation, systems change and carbon reduction that is urgently needed, and it's time to reset ambitions.

We exist to make travel more sustainable for travellers staying in hotels. We help to make these businesses stronger by doing good and 'giving more to the world than they take'.

Who We Are

Who We Are

NOW is an advisor and facilitator to hospitality companies and education institutions with courage to advance sustainability with accountable and transparency, and its goals to support the UN Global Goals and be Climate Positive (also known as Carbon Negative).
NOW Vision A world where travellers, tourism, the environment and society can prosper together today and into the future.


What We Aim To Achieve

What We Aim To Achieve

Businesses that tackle the climate crisis as a ‘crisis’. Sustainable business practices that drive transformative system change so greenwash and the acceptance of poor environmental and social performance are no longer acceptable. Raise the bar on reporting standards and make sustainability a SOP and core to all strategies.


Our Experience and Scope

Our Experience & Scope

NOW Team and Advisors are knowledgeable and experienced in hotel operations, asset management, marketing communications, media, sustainability, technology, and wellbeing. Our strategic partners and consultants are sustainability experts, multi-lingual trainers, independent auditors, and specialists in brand strategy, editorial content, PR and visual marketing.


Why We Must Act NOW

Climate Positive, also known as Carbon Negative, is better than Net Zero

  • The alarming 2022 UN Climate Report made it clear that rising global emissions must peak before 2025 and decrease by half this decade when our planet will likely reach 1.5°C (34.7°F), causing climate breakdown and irreversible destruction in nature.

  • WHAT can each person do to boldly drive change NOW? +
  • Use the power with your wallet and your vote NOW.
    Only support accountable and transparent companies that aim to be Net Zero or better (Climate Positive, also known as Carbon Negative) before 2030 and support the UN Global Goals.

    Call out companies that do little or nothing and Greenwash OR Goalwash (misleading ‘green’ messages OR claiming 'UN Sustainable Development Goals with no proof - to increase profit).
    Track climate action in organizations you support and demand urgent action.

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

    Invest in change NOW
    Support big movements that demand recovery programs address the climate emergency, collapsing ecosystems and deficits on social justice.

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

  • View - Conscious Travel tips

Trusted Tools to Engage Stakeholders

Track sustainable hotels, low carbon travel, and profound travel experiences.

NOW Sustainability

Meet NOW Members

NOW Offset Carbon

Hotel Leaders with Purpose

Credibly sustainable and transformative leaders that give more to the world than they take.

Explore thoughtfully with Daniel and Rohaise Rose-Bristow, Owner & Managing Directors of The Torridon


My Top Tips to Conscious Travel

  • Pack lightly, this helps reduce the plane's weight and reduce carbon emissions.
  • Use your own water bottle.
  • Do not accept plastic bottles or straws, but choose places that use alternatives like glass and paper.
  • Support the local economy.
  • Ensure electricity such as air conditioning and lights are turned off when you are not in your room.

Local Experiences in Annat, The United Kingdom

  • ART: Visit the local 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: With an abundance of 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, you can 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.
  • BEST PLACE TO BE KISSED OR WATCH SUNRISE/SUNSET: Take a short walk up the Beinn Damph hill track to enjoy a sensational view over Upper Loch Torridon as the sun is setting.
Hotel of the Week

The Widder Hotel, Switzerland


Helpful Travel Tips. View

NOW Curious Traveller Diary

My Visit to The Alpina


Discover Forces for Good in NOW Sustainability Tool

NOW Guide to What’s Good Outside

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


Achieving Global Goals

Care for Children help children move out of orphanages into loving, local families. View

Good Health And Well-Being Care for Children

Find more in SDG Collaborations

UN Nations - Global Compact

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