While the pandemic has affected each of us differently, I think all of humanity could agree on one thing: The events of 2020 prompted us to re-examine our needs and values and reset our priorities for how we want to feel, live and operate moving forward. While being forced to stay at home — or closer to home — had its downsides, it would have otherwise been impossible for so many people across the world to collectively create these new perspectives without having ample time to reflect.
Now, domestic regulations are beginning to ease, international borders are reopening and the vaccine rollout is taking place globally. With these signs of hope, there is a universal surge of excitement as travelers see that the potential to get out and reconnect with loved ones is now a near-term reality and no longer a pipe dream.
As we enter this next era of travel, there is a newfound commitment to sustainability that extends beyond “being green” to encompass both taking care of people and protecting the planet. Given this fresh outlook on the role people want to play in society coming out of the pandemic and beyond, many travelers are increasingly seeking getaways that give back in positive, consistent and impactful ways. There’s a new sense of awareness that every choice they make during the travel process makes a difference.
This concept of sustainable tourism is not new. It represents an evolution of the way we travel, based on the understanding that it is possible to have a great vacation while also having a positive impact on the people and places we visit — alleviating poverty, protecting nature and supporting cultural heritage for future generations. Today, the nature of sustainable tourism presents a win-win for locals and visitors alike.
With leisure travel top of mind for almost everyone, it’s more important than ever that advisors do their research when recommending hotels, tour operators and activities to their clients who want sustainable options. We are at a critical turning point where we can work together to transform travel as a force for good. Rather than be greenwashed by companies that merely claim to be responsible and sustainable, it is imperative that advisors actively seek out lodging and destinations that can clearly outline the steps they are taking to deliver on the three key pillars of sustainable tourism: environmentally friendly practices that go beyond the basics; protection of natural and cultural heritage; and contribution to the social and economic wellbeing of local communities.
Taking this extra step in self-education and confirmation will be key in helping inform travelers on the importance of making conscious travel choices, while also reminding them that luxury getaways can be good for people and the planet.
As suggested by Costas Christ, global sustainability expert and brand leader for Beyond Green — a new sustainable hotel brand launched last month by Preferred Hotel Group — advisors and travelers should ask themselves three questions before confirming a stay at a hotel, resort, camp, lodge or any other type of accommodation: Can the property give an example of how it’s operating in an environmentally friendly way? Can the property share insight into how they are embracing cultural diversity and protecting nature? And finally, how is the property benefitting the local community? If you cannot get a direct answer and example in each of these categories, Costas recommends moving on and finding a property that can provide clear takeaways, so you feel comfortable that your chosen partner is truly operating sustainably.
To highlight those that are going above and beyond, here are three inspiring examples of Beyond Green properties that are taking actionable steps to protect biodiversity, celebrate culture and improve local people’s livelihoods:
Vermejo, a Ted Turner Reserve (Raton, N.M.)
Spanning 550,000 acres on the New Mexico-Colorado border, Ted Turner Reserves’ Vermejo serves as a private wilderness wonderland the size of a national park. In addition to protecting more than half a million acres of natural ecosystems and helping to bring the American bison back from the brink of extinction, Vermejo has also restored the native Rio Grande Cutthroat Trout to its waterways.
Bentwood Inn (Jackson Hole, Wyo.)
Just a short drive away from Grand Teton National Park, this cozy five-bedroom inn regularly hosts biologists and wildlife researchers who share their insights and knowledge with guests as part of an ongoing natural history lecture series. The property also serves as a founding member of 1% for the Tetons, which provides funding to local conservation projects and programs.
Islas Secas (Gulf of Chiriqui, Panama)
Twenty miles from mainland Panama in an area known as the Lost Coast lies Islas Secas, a privately owned 14-island archipelago. As part of an array of initiatives to protect the surrounding terrestrial and marine ecosystem, Islas Secas is powered entirely by solar energy; purifies and reuses all its wastewater for irrigation; recycles 100% of its food waste; and supports conservation and community projects both locally and nationally.
As we continue into a recovery phase following the pandemic, travelers will once again have access to every part of this beautiful yet fragile planet. With this freedom comes a great responsibility to care for the places and people we visit. We must travel softly and with purpose, understanding that everything we do has an impact on the environment and world around us. As travelers seek vacations that speak to their new priorities and values, advisors will play a crucial role in educating them on their options — both closer to home and further afield — championing travel providers that are truly operating in a sustainable way.
The Details
Beyond Green
Preferred Hotel Group
