NOW Force for Good Alliance

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

Why be a NOW Hotel Member?

NOW provides access to the conscious traveller and a differentiation that raises the bar on accountability and transparency with no greenwash allowed. Hotels committed to sustainability are ‘doing the right thing’ and will have a positive Return On Investment (ROI) to their brand, reputation, human resource needs and ‘good’ initiatives.

What is your Moral Code & Business Impact?

Certification 4 Way Test is a moral code to guide a review of Sustainability Programs. 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.

NOW Track & Book

NOW Track & Book promote hotel members of the NOW Force for Good Alliance to help travellers find, track and book them directly with no commissions charged.

These properties are at different levels in their sustainability journey, ranging from those who have just started to make changes to those that have been committed for decades. Believing it is the right thing to do, they are stepping up, being honest, reducing their carbon, showing progress and being the best they can be for our world.


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


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