THE NETHERLANDS: Not-for-profit organisation, Hotels for Trees, has appointed Daniel Johnson as partnerships officer – technology.
Hotels for Trees, which was founded four years ago, works with hotels to offer their guests the option to skip daily room cleaning in favour of planting a tree, with each selection resulting in a direct tree donation.
The travel and tourism sector is responsible for approximately 8 per cent of global greenhouse gas emissions, with the lodging industry accounting for about 1 per cent of that total.
Skipping the daily room clean can make a difference – you can read more about that in our Focus On : Hotels and Water below.
Hotels for Trees can be fully automated and integrated into a hotel property management systems (PMS) or housekeeping application, making it a seamless and transparent experience for both guests and staff.
Johnson, a seasoned hotel technology executive and cybersecurity expert will be responsible for forging strategic alliances between hotel technology companies and hotel operators to embed the Hotels for Trees platform into their systems — simplifying participation and expanding adoption globally.
His appointment comes as Hotels for Trees continues its work with cloud-based PMS Mews and prepares to scale its model by onboarding additional technology providers and hotel partners.
“I’m thrilled to join in a role that aligns perfectly with my belief that sustainability must be woven into the fabric of hospitality technology. This isn’t just a feel-good initiative; it’s a strategic imperative. By bringing technological innovation deeper into our conversations about the environment, we can lead the industry toward a future where every guest interaction helps plant the seeds of real change,” Johnson said.
Floris Licht, CEO/ founder of Hotels for Trees said: “We are incredibly fortunate to have Daniel join our team. His deep understanding of hospitality technology and his passion for sustainability will be instrumental in helping us build scalable, long-term partnerships that benefit the planet.”
Johnson was also recently appointed as strategic advisor, EMEA, for ProVision Partners, a global strategic growth and marketing advisory firm for the travel and hospitality sector.