ItmustbeNow.com Launches a New “Force for Good” that Lausanne Hospitality Consulting is happy to support and share with you. Our CEO, Mr. Yateendra Sinh is part of NOW advisory board and he “believes that it is our moral responsibility to leave this world in a better place for our children, in comparison to what we inherited from our forefathers. This can only be achieved if we think sustainability in all aspects of our social, professional and personal lives, and that every small contribution will add up to make a “BIG Deal”. It must be NOW!”

As a “Force for Good”, NOW’s mission is to create a global community of consumers who are passionate about travel and want to help tackle the environmental and social challenges facing our planet.

NOW Transforming Hospitality GmbH is a legacy project created by industry stalwarts Onno and Alexa Poortier. Using their own extensive influence and working with industry advisory groups, their mission is to achieve a shift in the hospitality industry, to ensure it thrives but not at the expense of the planet and its people.

The NOW website and digital content will provide:

  • a portal for discussion, innovation and research
  • information on how to travel more responsibly
  • facility to book directly with hotels and resorts which have been benchmarked and certified by strategic partner EarthCheck* and other certifying bodies accredited by the Global Sustainable Tourism Council, without charging hotels commissions
  • a two-way forum where consumers can share ideas, debate, make recommendations and be inspired
  • an opportunity for hoteliers to be a Force for Good, collaborate, get involved, make a difference and help enact change

“Our purpose is to create a global pressure group demanding sustainability from the hospitality industry” explains Onno Poortier, Founder, Chairman and CEO of NOW. “The effect of climate change is the most urgent issue of our time. Operating business in a safe, sustainable and socially responsible manner is the biggest challenge.   Transparency, what hotels do to improve lives and help our planet, and credible sustainability certifications with independent audits are crucial to gain wide support from travellers and for this responsible form of hospitality to be commercially successful.”

Founder Alexa Poortier added, “As the travel industry continues to enjoy positive growth, the negative environmental and social impacts can be felt worldwide. Doing nothing is no longer acceptable. We want to ignite global consciousness about the urgency and the need for responsibility, creative solutions and action.”

After a lifetime in hospitality, the Poortiers recognise the need for the industry to address the environmental and social responsibility challenges facing the planet. With no single governing body to monitor the situation, their aim through the NOW project is to create a positive vehicle for urgent change; a movement to generate reaction and action within the hospitality industry.

You can sign up at www.itmustbenow.com.

To be inspired:

To follow on Twitter: @itmustbeNOW

Instagram: NOWTransformingHospitality and  Facebook: ItMustBeNow

Notes to editors

*EarthCheck Certified is the world’s leading scientific benchmarking and certification program for the Travel & Tourism industry

For full details and more information on the founders and supporting advisory group, click here.