Preferred Hotel Group to launch sustainable hotel brand
Preferred Hotel Group has announced plans to launch a new sustainable hotel brand called Beyond Green.
The new hospitality brand debuts with a portfolio of 24 founding member hotels, resorts, and lodges that "exemplify sustainable tourism leadership".
Created in partnership with global sustainability expert Costas Christ, the founder of Beyond Green Travel, which Preferred acquired in February 2020, Beyond Green is said to represent the group’s “steadfast commitment to build a better and brighter future for travel.”
The platform said its member properties must deliver on three key pillars of sustainable tourism including 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.
Member properties will also undergo a preliminary property assessment, initial and biennial on-site inspections and will have to abide by 54 sustainable ‘indicators’.
Founder members include andBeyond’s Bateleur Camp, Bushmans Kloof in South Africa; The Brando in French Polynesia; and Wilderness Safaris' Bisate Lodge.
“It is my extremely humble honour to announce that Preferred Hotels Group, Inc is launching a new hotel brand,” said Lindsey Ueberroth, chief executive of Preferred Hotel Group.
“A key lesson that has come out of the global pandemic is that there can be no personal health and wellbeing without planetary health and wellbeing. This message is at the heart of Beyond Green.
“Preferred has always championed sustainability through our GIFTTS programme which stands for ‘good ideas for today and tomorrow's society’, which promotes the great deeds of our member hotels and associates in the areas of philanthropy, community service and sustainability.
“Taking that one step further and embracing a line from our corporate ideology which says ‘we believe change creates opportunity’, we believe now is the best time to launch a portfolio of amazing places to stay around the world celebrating these values.”
Costas Christ added: “If we were having this conversation six, seven or eight months ago I think it would be as important but in a very different way.
“Sometimes it seems we go backwards in order to go forwards with more strength - think of that proverbial arrow that gets pulled back only to shoot further and farther in achieving its goals – and that’s why we believe this is an incredibly opportunity in time for the travel industry, and particularly sustainability, to restart, renew and reset how we move forward.
“That’s why I’m thrilled to share with you the purity of vision that anchors Beyond Green.
"I can’t tell you how personally excited I am to be working together with the Preferred family in making this happen.”