Preferred Hotel Group has introduced a soft brand, Beyond Green, with 24 member hotels that focuses on sustainable tourism.
Costas Christ, whose Beyond Green Travel was acquired by Newport Beach, California-based Preferred in February, will lead the brand, whose properties are committed to environmentally friendly practices, protection of natural and cultural heritage, and contributing to the social and economic wellbeing of local communities.
“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,” said Christ, according to a press release. “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 24 member hotels are located in 15 countries and include brands such as &Beyond, Wilderness Safaris camps and Family Coppola Hideaways, among others. Preferred says it plans strategic growth over the next 24 months.
The Beyond Green platform will provide distribution, marketing, sales, quality assurance, branding and sustainability solutions, along with access to Preferred’s rewards program. They’ll also be promoted on the brand’s website, which will launch to consumers in early 2021.
To be considered for Beyond Green membership, a property must demonstrate leadership in the three priorities of sustainable tourism and show progress in meeting more than 50 sustainability indicators that align with global sustainable tourism standards and the United Nations Sustainable Development Goals. The properties will be inspected on a biennial basis for benchmarks and sustainability goals including:
- Carbon emission reduction targets
- Elimination of plastic water bottles and reduction in 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
- Priority to purchase goods and services from locally owned and operated businesses
