The WHOLE WORLD Water campaign is gathering pace, with more operators signing up to the initiative. The campaign is asking the hospitality industry to stop selling branded bottled water in favour of its own filtered water.

Hotels pay a licence fee to become a member, which gives them use of the WHOLE WORLD designer water bottle. Members then filter their water on site, bottle it and sell it, contributing 10 per cent of the proceeds to the WHOLE WORLD water fund.

Launched in March this year, the campaign wants to raise US$1bn a year to fund safe, clean drinking water projects around the world.

The campaign is the brainchild of Karena Albers and Jenifer Wilig. “The WHOLE WORLD Water model is designed to combat environmental, health and economic issues, as it delivers radical change and drives a more robust bottom-line across the industry,” says Albers.

Members include Soneva Fushi, Virgin, Banyan Tree, Dusit Hotels and Resorts and the Tao Restaurant Group.

Founder of the Virgin Group, Richard Branson, is an advisor to the campaign: “At Virgin, we believe business must be a force for the good, using its influence and resources to help find solutions to some of the world’s major issues,” he says. “This model reduces shipping pollution, financial and environmental costs and is good for business."

To sign up, go to www.wholeworldwater.co