FAQs Register & Apply NOW


The NOW Force for Good Alliance is set up by hoteliers to support hoteliers and we understand your challenges to transform your business for a sustainable future.

Societal leadership is now a core function of business and ‘Forces for Good’ are leaders with purpose that use the power of business to help solve social and environmental challenges. It’s vital to align business goals with society’s long-term goals, to consider climate related risks and opportunities, to accelerate adaptation to climate change, and elevate communication to stakeholders with accountability and transparency.

  • It is our aim to help boost confidence, build capacity, and enhance brand value. There are enormous benefits. +
  • Enhanced brand reputation
    Attract and retain employees
    Reduced risks and costs to strengthen resilience
    Increased performance with informed decision-making and more efficient processes
    Drive collaboration and innovation
    Meet and exceed stakeholder expectations

We support hospitality companies and schools with purpose:Hotels, Resorts, Retreats, Conventions and Cruise Liners

Extraordinary properties committed to sustainability advance the wellbeing of people and planet by taking responsibility for their total impacts on communities and the environment. They do more than just sustain, they replenish, regenerate and respect limits with sustainability* at their core to balance the economics of tourism with the well-being of the natural resources and communities.

Force for Good Destinations

Destinations committed to reducing or mitigating any undesirable impacts on the natural, historic, cultural or social environment to retain the economic and social advantages of tourism development. Regenerative Tourism ethos to make a wider difference and result in greater benefits than damage underpins all tourism activities by balancing the needs of travellers with those of the destination.

Force for Good Schools

Education is the best community impactor, therefore an integral part for advancing sustainability. Higher education committed to sustainability is a potent catalyst for sustainable development for the next generation leaders and key to a sustainable future. Our priority will be hotel schools.

Academia with Sustainability Research Institute ambition can benefit from additional funding for Chairs.

VIEW What do conscious travellers want today?
VIEW Is Regenerative Tourism Better & Smarter?

2022 NOW Offers

Exclusive to NOW Members committed to rigorous sustainability with goals to support SDGs and be Climate Positive (also known as Carbon Negative) before 2030.

NOW provides a funded integrated sustainability program with certification and exclusive access to certified carbon offsets with controlled pricing to help businesses to increase confidence, build capacity, manage risks and accelerating adaptation to climate change, REGISTER AND APPLY HERE to receive presentation and proposal.

Sustainability & Goals

Sustainability is development and actions that take responsibility for its total impacts, and build economies and communities that thrive, so that the planet can too. To meet the needs of the present without compromising the ability of future generations to meet their own needs, SUSTAINABILITY MUST BE REGENERATIVE and travel must result in greater benefits than damage in the destination.

Sustainability has three goals:
1. To support the Sustainable Development Goals
2. To be Climate Positive (also known as Carbon Negative) before 2030
3. To make sustainability a policy and Standard Operating Procedure to manage risk, build resilience and save money

Why is NOW vital to build capacity and resilience?

NOW makes it easier for hotels to be sustainable.
ROI = Save money

NOW elevates communication potential to stakeholders and helps drive direct bookings with no commissions charged.
ROI = Increase revenue

NOW provides a differentiation and strengthens the brand and reputation.
ROI = Customer loyalty, attract talents and be held in high esteem


Alex Lake Zurich

Why We Must Act NOW and Be Climate Positive (also known as Carbon Negative) Before 2030

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

NOW Marketing Alliance Partners

Pride Of Britain

Hospitality brands that move beyond greenwashing to demonstrate how they are minimizing their social and environmental footprint are reaping the rewards in customer loyalty. Fueled by a passionate team of travel industry experts, the NOW Force for Good Alliance is a valuable resource for hotels seeking guidance on how to reduce their carbon footprint and communicate those efforts to travelers who place sustainability at the top of their checklist. Preferred Hotels & Resorts cares about our earth and is committed to fueling a resounding belief in travel, and we are proud to partner with NOW as part of our continuous drive to educate our independent member hotels on how they can enhance their environmental and social contributions and inspire others to take action. Lindsey Ueberroth, CEO, Preferred Hotels and Resorts

Netherlands: Grand Hotel Huis Ter Duin Switzerland: The Alpina Gstaad, Hotel Storchen Zurich UK: The Hari London USA: Beechwood Hotel Massachusetts

Pride Of Britain

Pride of Britain Hotels are pleased to have joined NOW Transforming Hospitality GmbH as an alliance partner in recognition of the importance our 50 member hotels attach to protecting the environment. Peter Hancock, Chief Executive, Pride of Britain

UK: Grantley Hall, The Torridon, The Athenaeum Hotel, Whatley Manor

It Must Be NOW!

Watch NOW in 80 Seconds

Message from NOW Chairman & CEOOnno Poortier

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