What is NOW?

View NOW Manifesto

Why join the NOW Force for Good?

We make it easier for NOW Members to be sustainable and achieve their goals to support the UN Global Goals and be Net Negative Emissions (IPCC).

We help …

  • to strengthen brand value and reputation
  • to build confidence and capacity
  • to manage risks
  • to build strong businesses that give more to the world than it takes

Who Qualifies?

Hospitality and tourism companies and supporting education institutions committed to sustainability with accountability & transparency, and goals to support the UN Global Goals and be Net Negative Emissions (IPCC).

What’s in it for NOW Hotel Members?

NOW Force for Good members are entrusted with an interactive NOW Sustainability Trust Icon to recognize their integrity and low-carbon inclusive way of doing business, and provide all stakeholders access to their accountable and transparent sustainability actions.

NOW Sustainability

NOW Force for Good hotel partners are entrusted with an interactive NOW Sustainability Trust Icon to recognize their integrity and low-carbon inclusive way of doing business, and provide all stakeholders access to their accountable and transparent sustainability actions.

How Do I Become a Member of NOW Force for Good?

Complete A, B and C.
(A) JoinBe a force for good
(B) Go LiveBe accountable & transparent
(C) Communicate & InspireTell all & build trust



Register to Join NOW

What are the tangible Return-On-Investment of sustainability?

  • Brand ROIAssess Customer Lifetime Value. Measure according to loyalty.
  • Talent ROI‘Good’ companies attract good caliber staff who typically stay longer. Measure in employee appraisals and satisfaction surveys.
  • Reputational ROI Sustainability epitomise a company’s reputation. Measure shared-value initiatives & value of media content.
  • Initiative ROI Analyse sustainability initiatives based on end result

Why Should It Matter?

  • To be a part of something better and prove that principles and profits can go hand in hand.
  • Because it matters to your customers and guests, your employees, your community, your reputation and your profit. Most important, it matters to our planet and future generations.
Sustainability matters because...
  • It’s the right thing to do.
  • It reinforces brand values and integrity.
  • It contributes to customer confidence, trust and loyalty.
  • It leads to responsible business practices.
  • It attracts employees with similar values and motivate retention.
  • It reduces costs and saves money ... and can also make the company money.
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