April 23, 2024

Preferred launches sustainable brand

By Bev Fearis, published 18/11/20

Preferred Hotel Group has launched a new sustainable hotel brand, Beyond Green.

Starting with 24 founding member hotels, the brand represents “forward-thinking properties around the world” which are “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”.

It comes after the owners of Preferred, the Ueberroth Family, bought Beyond Green Travel, owned by ecotourism pioneer and global sustainability expert Costas Christ, in February of this year.

“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,” said Preferred CEO Lindsey Ueberroth.

“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.”

Costas Christ added: “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 it is also a force for good.”

The brand has its own website, StayBeyondGreen.com, launched this week in an interim state prior to the brand’s official consumer debut in the first quarter of 2021.

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.

Founding members include Ashford Castle in Co. Mayo, Ireland, Borgo Pignano in Tuscany, Bushmans Kloof in Western Cape, South Africa, and Cavallo Point in Sausalito, California.

To be considered for membership, properties must undergo biennial on-site inspections looking at various criteria, including 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.