Amsterdam, The Netherlands — Hotels for Trees, a nonprofit organization advancing sustainability in the hospitality industry, today announces the appointment of Daniel Johnson as Partnerships Officer – Technology. Johnson, a seasoned hotel technology executive and cybersecurity expert, will play a key role in accelerating the organization’s mission of planting trees in exchange for reduced hotel room cleanings through smart technology integrations.

Hotels for Trees works with hotels to offer their guests the option to skip daily room cleaning in favor of planting a tree, with each selection resulting in a direct tree donation. This initiative not only reduces the environmental footprint of daily operations but also contributes to global reforestation efforts. Depending on the hotel’s setup, this process can be fully automated and integrated into hotel property management systems (PMS) or housekeeping applications, offering a seamless and transparent experience for both guests and staff.

Johnson’s appointment comes at a pivotal time, 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. In his new role, Johnson 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.

The mission established by founder Floris Licht just four short years ago and driven forward under Linde Borger’s (Chief Tree Planting Officer) leadership, inspires. 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 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.

The travel and tourism sector is responsible for approximately 8% of global greenhouse gas emissions, with the lodging industry accounting for about 1% of that total. Sustainability is no longer optional – it’s a business imperative. Initiatives like Hotels for Trees demonstrate how technology can drive meaningful environmental change while enhancing guest engagement and operational efficiency. Daniel’s appointment underscores our shared commitment to integrating sustainable practices into the core of hospitality operations. Greg Pesik, founder of ProVision Partners

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. Floris Licht, CEO/Founder of Hotels for Trees 

Prior to joining ProVision Partners and accepting his new role with Hotels for Trees, Johnson was the CEO of VENZA, a leading provider of data protection and regulatory compliance solutions for hospitality businesses and an organization he co-founded. Based in The Netherlands, Johnson holds board positions with VENZA and CyberTek MSSP, and brings a unique combination of technical, strategic, and global market expertise to his work.

To learn more about Hotels for Trees and how hotels can join the movement, please visit www.hotelsfortrees.com.

For information about ProVision Partners and its comprehensive range of business advisory and marketing services for the travel and hospitality industry, visit www.provision-partners.com.

About ProVision Partners | ProVision Partners is a leading business advisory and marketing firm, specializing in the global travel and hospitality technology sector. Founded in 2019 by a team of seasoned travel and hospitality industry professionals with deep expertise in operations, marketing, business development and technology, ProVision delivers actionable insights and strategic support to drive revenue growth and business transformation. With a tactical, market-driven approach, the firm helps clients across the global travel and hospitality landscape—ranging from hospitality brands, technology providers, private equity firms, asset owners and travel operators—to define and execute growth strategies that align with today’s dynamic marketplace. Provision Partners offers a comprehensive suite of services, including go-to-market strategy, market entry planning and M&A support, as well as marketing and public relations, brand positioning, channel optimization and technology analysis/implementation. For more information, email [email protected] or visit provision-partners.com.

Andrea Mane
PROVision Partners