The NOW Force for Good Alliance is a marketing alliance for inspiring and responsible companies in the hospitality industry.
NOW is a legacy project created by Alexa and Onno Poortier in alliance with inspiring figures and companies in the hospitality and tourism industry.
NOW is a Force for Good with a mission to boldly advance sustainability, social responsibility and principled business practice. Our goal is to support the industry we know and love, helping it thrive in the future without negative impact on people and planet.NOW Manifesto
For TRAVELLERS: NOW Forum and itmustbeNOW Magazine informs, inspires and empowers travellers to travel sustainably. We provide the travellers with NOW Track & Book – a simple and positive traveller tool to help find accommodations and experiences that have a positive impact on people and planet, encourage direct booking with confidence, and empower travellers to valuate and applaud sustainable actions.
For the HOSPITALITY INDUSTRY: NOW raises the bar on accountability and transparency around sustainability. NOW invites all inspiring and responsible companies in the hospitality (hotels, resorts, lodges and cruise liners) and travel industry (travel agencies) to join the NOW Force for Good Alliance. They will be positively listed in the NOW Track & Book tool and their sustainability credentials and performance promoted transparently so travellers that are interested in a sustainable travel experience can find and support them.
A Force for Good is a responsible company that uses the power of business to help society and protect the environment. A NOW Force for Good Alliance member provides a sustainable travel experience that makes a difference, delivers better value, supports host communities, cares about the uniqueness of people and place, and aims to be in harmony with nature.
NOW understands that where travellers stay is key to their enjoyment and wellbeing, and hotels, resorts, lodges, cruise liners and travel advisors have an increasingly important role in helping their customers and guests to travel sustainably and influence their choices on sustainability.
All inspiring and responsible hotels, resorts, lodges and cruise liners.
All will be required to complete the NOW Criteria, an annual sustainability evaluation assessment developed and powered by EarthCheck to activate the NOW Tracker and show annual progress.
All inspiring and responsible travel agencies.
What counts to customers and guests is for our industry to step-up to be accountable and transparent, to demonstrate that we practice what we say and to show annual progress.
Register interest for NOW Force for Good Alliance membership to receive an Introduction Membership Fee Offer.
A special Introduction Membership Fee will be offered until Earth Day (April 22, 2018).