After a long career in fashion in senior management positions, Lonneke followed her heart and decided to use her experience and capabilities to help transform travel towards a more sustainable sector. According to Lonneke integrating sustainability in day to day activities in an easy and understandable way is the only way to push this transition forward. BookDifferent.com is an example of this integration. Founded in 2012, the social enterprise BookDifferent is an organisation with a mission: making tourism more social and sustainable. By adding green indicators to all 800.000 accommodations offered at BookDifferent, consumers and companies are able to choose and book the greenest choice with less impact on the environment. Since the start of BookDifferent.com it has been an interesting journey how to translate and market green accommodations and destinations in this market in transition.