We aim to restore 25 million trees before 2050
The hospitality industry has the scale, the reach, and the guest relationships to become a force for restoration. When every hotel contributes, however modestly, we turn hospitality into a driver for positive impact.
Small changes add up
No single hotel will solve the climate crisis. And we would never claim otherwise. But the hospitality industry welcomes billions of guests every year and that scale matters. Every opt-out is a small act. Every tree planted is a real one. And when thousands of hotels and millions of guests make that same small choice, something meaningful begins to grow.
Our philosophy
We live in an age of overlapping crises. Climate. Biodiversity. Social and political instability. The list is long, and the scale can feel overwhelming. But underneath all of these challenges lies one crisis that rarely gets named: the crisis of powerlessness. The feeling that the problems are too big, too complex, and too far beyond our individual reach to matter. That feeling is understandable, but we think it's wrong.
Business as a force for good
We aim to maintain a profitable, for-profit business, but we prioritize environmentalism. We aim to "do more good" rather than just "less harm". That’s why we are registered as a social enterprise. Creating positive impact on society and supporting nature is in our Articles of Association. We are B-corp pending, join the 1% for the planet movement and UN Global Compact Program, and have mapped the impact on the UN SDGs.
In the meanwhile, we provide services that deliver actual business value: cost savings, sustainability impact and guest engagement. Hotel contributions qualify as business expenses, deductible from net results. Full tax deductibility, without the limitations of a capped donation structure.
Meet our team
Dirk Bijl de Vroe
Sustainability
With 20 years of experience in sustainability, Dirk believes our connection to nature is just as vital as the technologies we use to protect it. Hospitalitree is his way of helping people reconnect, learn, and act. You’ll likely find him (kite)surfing or running around outdoors.
Maurice Bres
Technology
Maurice has 25 years of experience in tech and product development. He is a systems thinker by heart and loves nature. With Hospitalitree he aims to make a positive change, and building services that work. Being outdoors and playing tennis give him more energy than anything else.
Daniel Diecken
Hospitality
Over 25 years of experience across hotel operations, commerce, technology and innovation. He has led teams at Conscious Hotels, Hotel V, CityHub and Volkshotel, with a passion for the intersection of guest experience, sustainability and smart operations.
Pieter Paul (Pep) van Heeswijk
Operations
Two decades as a tech co-founder and C-level partner taught Pep what makes operations actually work. He brings that experience to Hospitalitree, where hospitality systems meet a love of the outdoors. Off the clock, he's kiteboarding or birdwatching in the forest.
David de Bruin
Support
David brings hands-on experience from organizations like Stedin, Groen Licht, and Sungevity. Passionate about sustainability and the energy transition, he spends much of his time with his girlfriend contributing to regenerative projects in the Netherlands and beyond.
Our partner
We believe guest and hotel action should genuinely contribute. That’s why we work with carefully curated partners and projects. We pay close attention to biodiversity, ecosystem resilience, long-term protection, and the people who depend on these landscapes. One Acre Fund is currently our main reforestation partner; new partnerships will follow soon.
Visit One Acre Fund
One Acre Fund is a non-profit organisation founded in 2006 with a bold vision for 2030: to deliver $1 billion in annual impact to 10 million farmers and to plant 1 billion trees along the way.
We’re building a partnership with Veritree: a platform built specifically for transparent ecosystem restoration. Global projects vary from mangroves, to kelp and reforestation.
Ready to give your guest a greener stay?
Become a Hospitalitree partner and let's make meaningful impact.