Preferred Hotel Group, Inc. has announced the launch of Beyond Green to a group of media this week. The brand debuts with a global portfolio of 24 member hotels, resorts and lodges that exemplify sustainable tourism leadership. Preferred says the brand shows its “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 new brand follows on the heels of Preferred’s acquisition in February of Beyond Green Travel, a provider of sustainable tourism services and consulting. Beyond Green’s must be 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 well-being of local communities.
During a press event, said Lindsey Ueberroth, CEO of Preferred Hotel Group, Inc., said that “we believe change creates opportunity,” adding now is an opportune time to “reset and renew travel and hospitality industry for better future.”
Costas Christ, founder of Beyond Green Travel, echoed the sentiment, likening 2020 to an arrow—noting how it has to be pulled back before it can shoot forward. The purpose of the brand, Christ said, is “to take sustainability to the next level and transform the way we travel.”
To be included in the portfolio, properties will have to pass an initial and biennial on-site inspection and meet its three pillars, as well as 54 other sustainability indicators that are aligned with global sustainable tourism standards and the United Nations Sustainable Development Goals. Among these are a benchmarking system for its sustainable practices with set goals for improving upon them, 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 are all also possible benchmarking factors.
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. Beyond Green will also enhance visibility for its global portfolio and champion sustainability storytelling through its brand website, www.StayBeyondGreen.com, which launched Tuesday in an interim state prior to the brand’s official consumer debut in Q1 2021. (Here, you can see the full list of founding members.) 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 Inc.’s master GDS chain code (PV).