Top News Preferred debuts sustainable hotel brand By TTG Asia / Posted on 20 November, 2020 15:33 Preferred Hotel Group has launched a new sustainable tourism brand, Beyond Green, in line with the company’s vision to build a better and brighter future for travel while protecting the planet for future generations. The brand launch comes after Preferred’s acquisition of Beyond Green Travel – which is founded by ecotourism pioneer and global sustainability expert Costas Christ – in February 2020. Wilderness Safaris Bisate Lodge in Volcanoes National Park, Rwanda (above) is among Beyond Green member properties The hospitality brand debuts with a global portfolio of 24 founding member hotels, resorts, and lodges that exemplify sustainable tourism leadership. To qualify for Beyond Green membership, a property must demonstrate leadership in 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. They must also show progress in meeting more than 50 sustainability indicators that align with global sustainable tourism standards and the United Nations Sustainable Development Goals. Lindsey Ueberroth, CEO of Preferred Hotel Group, said: “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.” Added Christ: “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 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, Preferred’s loyalty programme. Beyond Green will also enhance visibility for its global portfolio and champion sustainability storytelling through its brand website, StayBeyondGreen.com, which has soft launched ahead of the brand’s official consumer debut in 1Q2021. Beyond Green member properties will also be bookable on a common GDS chain code, to be announced in early 2021.