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 impact on the community and the environment.

Become a NOW Hotel Partner

Start your sustainability* journey with us.

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

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 commitment and integrity.

NOW Sustainability

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

FAQs Register and Apply NOW

*Sustainability is development that meets the needs of the present without compromising the ability of future generations to
meet their own needs. 1987 Brundtland Report / Our Common Future

Review Sustainability Programmes
& Business Impact

Certification 4 Way Test is a moral code to guide a review of Sustainability Programmes. Is it true? Is it bankable? Is it honest? Does it have substance?

Hotel operators can use this Tourism Business Calculator to estimate their carbon impact and the carbon footprint of their tourism business.

Certification 4 Way Test Inquiry Tourism Business Calculator
(powered by EarthCheck)

We connect people with extraordinary places to stay with integrity who care about their impact on people and planet.

NOW Sustainability is a tool that promotes hotels, resorts, and retreats that are raising the bar on accountability and transparency around sustainability with no greenwash allowed.

They can display the interactive NOW Sustainability Trust Icon with confidence in all communication materials to engage all stakeholders:


Quotes from 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

Watch NOW in 80 Seconds

Sustainable Tourism Matter