Volatility has become our new normal. Our future is chaotic with political uncertainty, disruptive technologies, crisis of trust, over-population, dwindling resources and a materialistic lifestyle that cause massive economic disparities and damage to the environment. We endured loss and damage from extreme weather during the unprecedented climate events of 2017 and it is predicted that vulnerable cities, countries and people will face yet more extreme and disruptive weather events in 2018, with the potential for even greater volatility through social unrest, value chain disruption and stranded assets.
These overwhelming challenges have an enormous cost to people and planet and it is making many of us feel nervous and helpless and very concerned.
These challenges also present us with our greatest opportunities. People are survivors and we’ve made it this far by being able to recognize a need to adapt under changing conditions.
At NOW, we believe that sustainability, innovation and technology provides an opportunity and exciting alternatives. The growing public consciousness of sustainability issues and gaps in political leadership will increasingly open the way for business to step up to the challenge of sustainability leadership. Businesses will either lead, adapt or fail.
NOW believes that the key solution to the complex problems of sustainability is the consumer and the role they choose to play. Governments can do more in terms of policy and regulations, and more companies in the travel industry can run their business in a sustainable way. But the speed of their responses will be driven by the empowered consumer with the wallet that demands radical change in the sustainability agenda.
The power is in our hands. This month, we launched the NOW Track & Book tool to boldly inform, inspire and empower the ‘consumer with the wallet’ to only support sustainable travel experiences and it raises the bar on accountability and transparency around sustainability. It’s young and bold and a new approach to driving radical change and making a positive difference.
The NOW Track & Book is for the traveller who wants to make smarter choices and make a difference to people and planet. The hotel manager or employees who are proud to share their inspiring sustainability actions with their guests and customers. The journalist or influencer interested in properties that go beyond eco-friendly and operate in a more responsible way. The travel planner who needs to plan a meeting or event that’s thoughtful to the environment and the attendees’ experience. The property investor who believe creating value require investments to be sustainable and have a positive impact on local communities.
Use your spending power to help change our world when you travel. Positively lit and radical, it’s a resource of carefully-selected hotels, resort and lodges that will help you to make smarter choices on where to stay for a more sustainable travel experience. The NOW Track & Book tool also enables users to offset carbon when they fly and book direct with confidence.
NOW is also galvanizing responsible hotels, resorts and lodges to join the NOW Force for Good Alliance to step-up and be more accountable and transparent around sustainability to earn your trust. NOW is bringing a new awareness into the conversation, motivating them to have a higher level of ambition and collaborate, and incentivizing them to do better. We will list them in the NOW Track & Book so you can find them, track them, book them direct. Plus, you will soon be able to carbon offset your travels, another way to make a difference.
The travel industry … and all industries … have to review their impact on people and the planet. We need to change the way we live, work and travel so our children and our children’s children can have a better future.
Change starts with us. It must be NOW!