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,” said Johnson. “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,” said Greg Pesik, founder of ProVision Partners. “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.”
“We are incredibly fortunate to have Daniel join our team,” said Floris Licht, CEO/Founder of Hotels for Trees. “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.”
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.
