What
Preferred Hotel Group, Inc. recently announced the creation of Beyond Green, a new brand dedicated to sustainable tourism. Beyond Green debuts with a global portfolio of 24 founding member hotels, resorts and lodges that exemplify sustainable tourism principles.
To be considered for the brand, a property must demonstrate leadership in sustainable tourism and show progress in meeting more than 50 sustainability indicators that align with the United Nations Sustainable Development Goals.
Why It Matters
Beyond Green brings together forward-thinking properties around the world that are committed to delivering three key pillars of sustainable tourism: environmentally friendly practices that go beyond the basics; protection of natural and cultural heritage; and contributing to the social and economic wellbeing of local communities.
Preferred says its new brand represents the company’s commitment to building a better and brighter future for travel in a way that also helps to protect the planet. Incorporating high environmental standards into a hospitality brand’s basic principles is a good example of how the travel industry can reimagine its business models so that they benefit future generations.
Fast Facts
- Beyond Green is the result of a partnership between the Ueberroth Family — owners of Preferred Hotel Group, Inc. — and ecotourism pioneer and global sustainability expert Costas Christ, founder of Beyond Green Travel, which Preferred acquired in February 2020.
- According to a statement, the name Beyond Green was chosen “in recognition of not only the immense importance of environmentally friendly practices, but also the paramount responsibility that the travel and tourism industry has towards protecting biodiversity, preserving cultural heritage and improving local people’s livelihoods in travel destinations around the world — all while delivering an enjoyable and meaningful traveler experience.”
- The Beyond Green platform will support the needs of its member properties by providing global connectivity, distribution technology, marketing, sales, quality assurance, branding and sustainability solutions. Member hotels will also have access to I Prefer Hotel Rewards, one of the world’s largest global points-based loyalty programs for independent hotels.
- Beyond Green member properties will be bookable on a common GDS chain code, to be announced in early 2021, which will be linked under Preferred Hotel Group Inc.’s master GDS chain code, PV.
- Beyond Green’s 24 founding members are located in 15 countries. They include &Beyond Bateleur Camp (Masai Mara National Reserve, Kenya); &Beyond Mnemba Island (Zanzibar, Tanzania); &Beyond Sossusvlei Desert Lodge (Namib Desert, Namibia); Aristi Mountain Resort (Zagori, Greece); Ashford Castle (Co. Mayo, Ireland); Bentwood Inn (Jackson Hole, Wyoming); Blancaneaux Lodge (Mountain Pine Ridge, Belize); Borgo Pignano (Tuscany, Italy); Bushmans Kloof (Western Cape, South Africa); Cavallo Point (Sausalito, California); InterContinental Bora Bora Resort & Thalasso Spa (Bora Bora, French Polynesia); Islas Secas (Gulf of Chiriquí, Panama); Post Ranch Inn (Big Sur, California, USA); Ted Turner Reserves Vermejo (Raton, New Mexico); The Brando (Tetiaroa, French Polynesia); The Ranch at Laguna Beach (Laguna Beach, California); Three Camel Lodge (Gobi, Mongolia); Turtle Inn (Placencia, Belize); Wilderness Safaris Bisate Lodge (Volcanoes National Park, Rwanda); Wilderness Safaris DumaTau Camp (Linyanti Wildlife Reserve, Botswana); Wilderness Safaris Hoanib Skeleton Coast Camp (Kaokoveld, Namibia); Wilderness Safaris Linkwasha Camp (Hwange National Park, Zimbabwe); Wilderness Safaris Mombo Camp (Okavango Delta, Botswana); and Xigera Safari Lodge (Okavango Delta, Botswana).
What They Are Saying
“Never before has there been a greater need to promote a kinder and gentler way to explore our beautiful, yet fragile planet,” said Lindsey Ueberroth, CEO of Preferred Hotel Group, Inc. “Driven by our brand promise, Believe in Travel, which guides every decision we make as a company, we believe that now is the time to go big and be bold as we look to the future of travel. We are humbled by the opportunity to partner with so many inspiring leaders in sustainable tourism to launch our newest brand, Beyond Green, that was built with purpose, gratitude and respect for nature, communities and culture.”
“While there may be a tendency to think of sustainability as just the latest travel buzzword, its roots are long and deep,” said Costas Christ, founder of Beyond Green Travel. “What we are witnessing is an evolution of travel, not a passing trend. Beyond Green is about reconnecting with our common humanity and understanding that the diversity of our cultures and different ways of life are what create the rich fabric that makes travel so enjoyable and fascinating. In that same context, nature brings inspiration and renewal to our lives. Sustainable tourism is not about giving something up, it is about gaining something more — a great vacation that is also a force for good.”
The Details
Beyond Green
www.staybeyondgreen.com
