NOW Force for Good Alliance

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

NOW Carbon Neutral & Global Goals Challenge 2020

This is an open letter challenge to Hotel and Travel Company Owners and Operators (CEOs, MDs, and GMs) to take urgent action now to commit to sustainability, be carbon neutral by 2025 and support the 17 Global Goals. View

Become a NOW Hotel Partner

FAQs Register & Apply NOW

Start your sustainability* journey with us.

NOW makes it easy for hotels to be more sustainable, reduce your carbon footprint and support the sustainable development goals.

Today’s guests, employees, media, influencers and investors expect greater accountability and transparency around sustainability* with no greenwash allowed. They prefer companies they can trust with purpose and similar values to support, work for, or invest in.

The benefits and the Return On Investment are clear to your brand, your reputation, in money saved, and in employee attraction and retention. What’s needed NOW are beacons of businesses with purpose committed to sustainability, led by brave and conscious operators and owners who believe ‘it is the right thing to do’ to be part of the solution.

As your sustainability partner, NOW provides an accredited sustainability programme with certification that recognize properties with measurable performance, provide guidance to simplify this complex topic and an interactive NOW Sustainability technology to communicate rigorous commitment to all stakeholders, track progress, promote direct bookings with no commissions charged, and calculate plus offset air travel carbon emissions.

We entrust partners with the NOW Sustainability Trust Icon to recognize a brand’s integrity, commitment to sustainability and a low-carbon inclusive way of doing business.

NOW Sustainability

Register your interest today and let’s connect soon.
Alexa Poortier – Founder (

*NOW defines sustainability as development and action that takes responsibility for our total impact on the community and the environment, to meet the needs of the present without compromising the ability of future generations to meet their own needs. The goal is to be carbon neutral and support the 17 Global Goals with accountability and transparency.

NOW Sustainability is a tool that promotes hotels, resorts and retreats that are committed to sustainability with accountability and transparency and no greenwash allowed.

An interactive NOW Sustainability Trust Icon in your website provides access to the hotel’s sustainability profile which becomes a tool for all stakeholders.


Spotlight on NOW Hotel Members

Our guests travel to this beautiful location in the heart of the Swiss Alps for its unspoiled flora and fauna, the crystal-clear mountain streams and the majestic glaciers. The vulnerability of this sensitive environment requires us to reflect critically on our business and the affect of our actions.

The Alpina Gstaad has decided to join the NOW Force for Good Alliance, striving to be an active frontrunner in sustainable luxury tourism.

Tim Weiland - General Manager of The Alpina Gstaad, Switzerland

It was clear that NOW would take us on a focused and thorough sustainability journey and we specially like the idea of  striving towards an accreditation for our actions.

It created a lot of work initially and made us think hard about what we did and didn’t do, answer tough questions and commit to the right way forward. We realized the good things we were doing and highlighted the many gaps which we are now rapidly closing. Our young team want their work place to take the right steps to reduce waste and do the right thing for the environment. Guests notice and a few applauded us for our actions.

We are aiming high in all that we do and this includes our sustainability goals. NOW is most definitely proving to be a Force for Good.

Sue Williams - General Manager of Whatley Manor Hotel, Malmesbury, UK

"Sustainability is at the heart of Soneva. Our core purpose is engaging an imaginative "SLOW LIFE". We have incorporated Sustainability into our fabric from the very beginning, when we started in 1995.

We are pleased to team up with NOW to drive sustainability throughout the Industry.

Sonu Shivdasani - Owner
Soneva Kiri in Thailand; Soneva Jani and Soneva Fushi in the Maldives

We are very happy to be collaborating with NOW and starting on our sustainability journey.

As an industry we all need to be making steps to become more sustainable and NOW is an excellent force driving this initiative. The exercise proved very useful in highlighting the areas where we can make positive changes and I am excited to begin our commitment to a sustainable future.

Andrew Coney – General Manager of The Hari, London

Merchants Manor Spa Hotel has proudly become the first hotel in the UK to join a global project to create a sustainable future for us all. The NOW Force for Good Alliance is the first global community that brings hospitality business and the traveller together in one place to make a difference to the environment, the community and the way we travel. It makes the hotels visibly accountable and gives travellers a choice in where they stay that goes beyond simply a sticker on the door.

We have been lucky enough to meet the team behind It Must Be Now in person and found their story so powerful and moving that we signed up on the spot. We have adopted this partnership as central to our goals for the business and really challenge all the hotels to join us in this initiative. If ever there was a time for us all to come together and reduce our impact – It Must Be NOW!

Nick & Sioned Rudlin - Owners, Merchants Manor, Falmoputh, UK



NOW Resources

Message from NOW Chairman & CEOOnno Poortier

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Sustainable Tourism Matter

NOW Strategic Partners

EarthCheck is extremely excited to be working with the NOW team. We are impressed with their passion to advance sustainability and responsible business practices in the travel and tourism industry and for their commitment to raise the bar on industry reporting standards.

As an industry we need to embrace the need for transformative change. Greenwash and the acceptance of poor environmental and social performance are no longer acceptable. NOW will ask the right questions and provide insights and advice on what best practice really looks like. Tourism desperately needs an open and honest conversation on sustainable business practices. NOW will provide that.

Stewart Moore, Founder & CEO, EarthCheck

NOW is right along the line with our own philosophy and engagements for sustainability & eco-luxury in the hospitality industry. We are also concerned regarding ‘green-wash’, the misuse and manipulation of ‘sustainability’. I believe that our collaboration is a potentially significant and important persuasive tool vis-a-vis colleagues who are either not informed or simply still sitting on the fence.

Frank M. Pfaller, CEO, Hoteliers Guild / CoutureHospitalityConcept

At South Pole, we work to accelerate the transition to a climate-smart economy and society. To do so successfully, we need all sectors on board. NOW is uniting leading hotels and key players in the global travel industry, so signing on as a strategic partner gives us the opportunity to continue driving the sustainable transition of travel – and at a time when the number of global travellers is on the rise, this is more important than ever.

Renat Heuberger, Co-Founder & CEO, South Pole