Preferred Hotel Group has launched a new sustainability-focus brand, Beyond Green.
The portfolio debuts with a global collection of 24 member hotels, resorts and lodges that exemplify sustainable tourism leadership.
Driven by purpose, the new brand represents a steadfast commitment to build a better and brighter future for travel in a way that also helps to protect the planet for future generations.
The brand hopes to develop the synergy between the Ueberroth Family – the owners of Preferred Hotel Group – and ecotourism pioneer and global sustainability expert Costas Christ, the founder of Beyond Green Travel, which Preferred acquired in February.
“Never before has there been a greater need to promote a kinder and gentler way to explore our beautiful, yet fragile planet.
“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,” said Lindsey Ueberroth, chief executive of Preferred Hotel Group.
“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.”
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, as well as access to participate in I Prefer Hotel Rewards.
“While there may be a tendency to think of sustainability as just the latest travel buzzword, its roots are long and deep. What we are witnessing is an evolution of travel, not a passing trend,” said Christ.
“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 it is also a force for good.”
To be considered for Beyond Green membership, a property must demonstrate leadership in the three key pillars of sustainable tourism as part of a rigorous vetting process and show progress in meeting more than 50 sustainability indicators that align with global sustainable tourism standards and the United Nations Sustainable Development Goals.
Preferred Hotel Group is a family-owned company that manages and operates global travel and hospitality brands including Preferred Hotels & Resorts, Historic Hotels of America, Historic Hotels Worldwide, PHG Consulting and Beyond Green Travel.
Travel advisors, media, hotels interested in membership, and travellers can learn more about Beyond Green and its founding members by visiting the official website.