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Alexa Poortier is the Founder of  It Must Be Now, a legacy project of a hotelier and communicator with a mission to boldly advance sustainability, social responsibility and principled business practice in the hospitality industry.

An energetic and highly motivated professional with over 35 years international business development, marketing, brand communications and hotel operations experience, Alexa had the privilege to reside in many countries and travel worldwide with her family, experience extraordinary cultures and destinations, and develop global connections and friendships.

Alexa co-founded REMbrandT Management Services Limited in 2000 and provided strategic development and marketing advice to luxury hotel brands. Alexa led an international team as VP, Business Development and Marketing to distribute channels and negotiate joint ventures for media networks News Corp/Star TV, Sumitomo/JetTV and CNBC/ABN in Asia Pacific, E.Europe, Middle East and S.America for a decade. As Group Director with O&M/JMA PR, Alexa launched and managed brand communication campaigns for global consumer and luxury brands in Taiwan, China and HK. Her early middle management career experience in Front Office and PR were with luxury hotels in Canada and Hong Kong.

At this most urgent of times, Alexa believes that each of us has the responsibility to act NOW to help keep our planet healthy for us and future generations. Having seen how travel drives economies and growth, as well as the shocking negative impacts created by people and companies in many destinations, Alexa believes that each of the billion people who travel today have enormous power to drive global change by choosing to only support companies which are credibly sustainable, socially responsible and visibly transparent about their principled business practice.