NEWPORT BEACH, CA—Preferred Hotel Group, Inc. has launched Beyond Green, a sustainable hospitality brand debuting with a global portfolio of 24 founding member hotels, resorts and lodges.
Born through an inspired, natural synergy between the Ueberroth family—the owners of Preferred Hotel Group—and ecotourism pioneer and global sustainability expert—Costas Christ—founder of Beyond Green Travel, which Preferred acquired in February 2020—Beyond Green brings together forward-thinking properties around the world committed to delivering on the 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, according to the company.
The Beyond Green name was chosen in recognition of not only the 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 company reports.
“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, 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. 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.”
Christ added, “While there may be a tendency to think of sustainability as just the latesttravel 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 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 brand will also enhance visibility for its global portfolio and champion sustainability storytelling through its brand website, StayBeyondGreen.com, which launched in an interim state prior to the brand’s official consumer debut in Q1 2021.
With plans for strategic growth over the next 24 months, Beyond Green has 24 founding members located across 15 countries:
- &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, WY)
- Blancaneaux Lodge (Mountain Pine Ridge, Belize)
- Borgo Pignano (Tuscany, Italy)
- Bushmans Kloof (Western Cape, South Africa)
- Cavallo Point (Sausalito, CA)
- InterContinental Bora Bora Resort & Thalasso Spa (Bora Bora, French Polynesia)
- Islas Secas (Gulf of Chiriquí, Panama)
- Post Ranch Inn (Big Sur, CA)
- Ted Turner Reserves Vermejo (Raton, NM)
- The Brando (Tetiaroa, French Polynesia)
- The Ranch at Laguna Beach (Laguna Beach, CA)
- 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)
- Xigera Safari Lodge (Okavango Delta, Botswana)
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. Examples of these requirements, among others, which form part of an ongoing, biennial on-site inspection process, include management of overall environmental operations to establish benchmarks and set additional sustainability goals including carbon emission reduction targets; elimination of plastic water bottles and reducing single use plastics; support for biodiversity conservation initiatives and restoration and protection of natural habitats; embracing local cultural vernacular in design and décor and supporting the preservation of cultural heritage sites, a demonstrated priority to hire locally according to fair wages, benefits, and non-discrimination policies that meet or exceed legal requirements; and priority to purchase goods and services from locally owned and operated businesses.
