What is NOW?

NOW is a legacy project created by Alexa and Onno Poortier in alliance with inspiring
figures and companies in the hospitality and tourism industry.

Our vision - A Travel industry with little to no negative impact on people and planet.

Our mission - To boldly advance sustainability, social responsibility and principled business practice.

NOW Manifesto

What is the
NOW Force for Good Alliance?

An affiliation of extraordinary places to stay that provides a sustainable travel experience and takes responsibility for their total impact on communities and the environment wherever they are.

Why We Do It?

  • To support the industry we know and love to help it to transform and thrive in the future.
  • To raise the bar on accountability and transparency around sustainability.
  • To drive transformative change whereby greenwash and the acceptance of poor environmental and social performance are no longer acceptable.

NOW understands that where travellers stay is key to their enjoyment and wellbeing, and hotels, resorts, lodges, cruise liners have an increasingly important role in helping their customers and guests to travel sustainably and influence their choices on sustainability.

How Much Will It Cost?

NOW Force for Good Alliance
Membership Fee Offer to the Hospitality Industry

# Rooms & Suites
Upto 1000
1000 - 1500
1500 - 2000
Annual Membership Fee (USD)
$30 / room & suites
$26 / room & suites
$24 / room & suites

One time Joining and Activation Fee - $1,000.00

Special introductory offer available in 2018-2019.
Special offers available for groups upon request in 2020.

5% of NOW net revenue from membership fees will be donated to projects that protect vulnerable wildlife while restoring balance to threatened ecosystems and communities.

Register to Join NOW

What's in It for you?

A brand differentiation that your stakeholders can trust.

Reinforce reputation as a Force for Good.

Access the NOW community and engage the biggest generations of travellers, employees and influencers - Generation Y & Z.

A sustainability solution and technologies that simplify communications to all stakeholders, raise the bar on accountability and transparency, calculate and offset carbon and promote direct bookings with no commissions charged.

  • NOW Sustainability tool
  • NOW Offset Carbon tool
  • Accredited Sustainability Programme & Certification - EarthCheck Evaluate with Earth Rating (free-of-charge for one year)

Marketing support and promotions in itmustbeNOW.com and social media.

How Do I Join, Go Live And Inspire?

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.

What We Don't Do?

  • NOW is not a sustainability certification company.
  • NOW is not an online travel agent (OTA).