It Must Be NOW is a leadership platform that helps hospitality companies, tourism facilities, and educational establishments to advance sustainability initiatives that restore national capital. Preferred members are encouraged to join this alliance of companies that support what matters — accountability and transparency to keep the confidence of customers and make travel experiences into a positive difference.

Benefits to Preferred Members:

Access to the NOW community

Boosted brand awareness as part of the NOW Force for Good Alliance

EarthCheck Evaluate sustainability with Earth Rating Certification

Increased direct bookings without being charged commissions

Sustainability training for 30 associates each year