Preferred Hotel Group has unveiled Beyond Green, a global portfolio of sustainably minded hotels, resorts and alternative lodging concepts.
The new brand 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.
Preferred says its new Beyond Green brand represents the company’s commitment to building a better and brighter future for travel in a way that incorporates 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.
“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. “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."
“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 Costas Christ, founder of Beyond Green Travel, which Preferred acquired in February 2020.
“Sustainable tourism is not about giving something up, it is about gaining something more — a great vacation that is also a force for good,” she added.
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, the world’s largest global points-based loyalty programme for independent hotels.
Beyond Green member properties will also be bookable on a common GDS chain code, to be announced in early 2021, which will be linked under Preferred Hotel Group’s master GDS chain code — PV.