Preferred Hotel Group Inc. has launched a new sustainable hotel brand to ‘transform travel as a force for good’.
Beyond Green will début in 2021 with a global portfolio of 24 sustainable hotels, resorts and lodges across 15 countries, with members including Ashford Castle in Ireland, InterContinental Bora Bora Resort and Thalasso Spa, and various safari destinations across Africa from the likes of andBeyond and Wilderness Safaris. Guests will be able to book stays at the properties from 2021, and can see all participating hotels at staybeyondgreen.com.
To be considered for membership, each property has to follow the brand’s three key pillars of sustainable tourism: environmentally friendly practises that go beyond the basics; protection of natural and cultural heritage; and contributing to the social and economic wellbeing of local communities.
Properties will also have to meet over 50 sustainability indicators which align with global sustainable tourism standards and the United Nations Sustainable Development Goals, and will be reinspected every 24 months. Criteria include carbon emission reduction targets; elimination of plastic water bottles and reducing single use plastics; and support for biodiversity conservation initiatives and restoration and protection of natural habitats.
The Beyond Green brand is the brainchild of the Ueberroth Family, the owners of the Preferred Hotel Group, and Costas Christ, founder of Beyond Green Travel – a company which Preferred acquired in February 2020.
Lindsey Ueberroth, CEO of Preferred Hotel Group, commented on the launch:
“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.
“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.”
Costas Christ, Founder of Beyond Green Travel, added:
“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.
“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.”
The sustainable brand will also join the I Prefer loyalty programme, which recently extended its benefits in light of Covid-19.
Beyond Green will join Preferred Hotel Group’s other brands, which include Preferred Hotels and Resorts, Historic Hotels of America, Historic Hotels Worldwide, PHG Consulting and Beyond Green Travel. The group has a portfolio of over 1,100 hotels, resorts and residences across 85 countries.