What is NOW?
NOW is a facilitator designed to support hospitality companies and education institutions in their mission to be sustainable and achieve Net Negative Emissions — that means removing more greenhouse gases from the atmosphere than they emit — all with accountability and transparency. It’s about stepping up, taking responsibility, and making real change happen in a sector that’s crucial to our planet’s future.
The Main Benefit of NOW
NOW empowers “force for good” hotels by providing strategic knowledge, Sustainability Specialist support, and technology that enables transparent stakeholder engagement. Plus, it offers access to carbon solutions for bold climate action. Here are some key figures and facts that highlight its importance:
- Net Negative Emissions means removing more GHG than a business generates across its operations and entire supply chain.
- The European hospitality sector is entering an era of accountability, compliance, and transparency around sustainability.
- NOW is a member of the United Nations Global Compact (UNGC) since 2021, respecting and supporting the UNGC 10 Principles.
- Average global air temperature from March 2023 to February 2024 was 1.53°C hotter than pre-industrial levels — surpassing the Paris Agreement target of 1.5°C.
- We’re currently on track for a catastrophic 3°C temperature increase if urgent action isn’t taken.
Accountability and Transparency in Hospitality
The hospitality industry is under the microscope as regulators enforce stricter rules to protect consumers, fight greenwashing, conserve vital resources, and maximize renewable energy use. NOW helps hotels and hospitality businesses become truly accountable and transparent, ensuring they comply with regulations and meet the growing demands of travelers, investors, and governments. It’s about walking the talk with purpose, not just talking the talk.
Driving Sustainability with A.C.T.I.O.N.
NOW facilitates A.C.T.I.O.N. around sustainability, encouraging hoteliers to take responsibility for their total impacts measured through a ‘triple bottom line’ framework — People, Planet & Profit. This approach ensures that sustainability efforts are balanced and meaningful, addressing social, environmental, and economic factors simultaneously. It’s a holistic way to make sure no part of the impact is overlooked.
The Urgency of Net Negative Emissions
Achieving Net Negative Emissions on time is the only way to secure a liveable planet. It’s vital for holding businesses and countries accountable, but action must be immediate. Commitments need to be scrutinized, verified, and independently audited by credible bodies. The Paris Agreement aims to limit temperature increases to 1.5°C, but with current trends, we’re heading toward 3°C — a level that would be catastrophic for life on Earth. Few businesses have committed to Net Negative Emissions before 2030, and NOW is pushing for that urgent shift.
Impact on Sustainable Development Goals (SDGs)
- SDG 7: Affordable and Clean Energy
- SDG 8: Decent Work and Economic Growth
- SDG 11: Sustainable Cities and Communities
- SDG 12: Responsible Consumption and Production
- SDG 13: Climate Action
- SDG 14: Life Below Water
- SDG 15: Life on Land
Tourism’s Role and the Future of Hospitality
Tourism is highly vulnerable to climate change, yet it remains a significant contributor to global greenhouse gas emissions and puts pressure on ecosystems. Hospitality businesses that are sustainably accountable, transparent, regulation-compliant, and remove more carbon than they emit are exactly what travelers want, investors back, and governments legislate for. NOW is at the forefront, helping these businesses become the change makers who truly walk the talk — making the Sustainable Development Goals a reality, one hotel at a time.
