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Preferred launches purpose-driven brand

Preferred Hotels Group on Wednesday launched Beyond Green, a curated global portfolio of 27 hotels, resorts, and lodges that exemplify sustainability in action for travelers seeking a more purposeful way to explore the world.

This forward-thinking brand invites travel advisors to discover and plan adventures for their clients that align with sustainable travel values and aspirations through a variety of platforms, tools, and experiences. These include a new common GDS chain code –LE; a dedicated brand website; storytelling via its @StayBeyondGreen social media accounts; exclusive benefits through I Prefer Hotel Rewards; and a celebratory, limited-time Journeyer’s Pick Package, offering a 3% bonus on top of the standard 10% agency commission.

Wilderness Safaris Bisate Lodge, Volcanoes National Park, Rwanda
Wilderness Safaris Bisate Lodge, Volcanoes National Park, Rwanda

“Today’s travelers are craving connectedness and renewal, and with this comes a new and profound sense of responsibility for taking care of personal and planetary health and well-being,” said Lindsey Ueberroth, CEO of Beyond Green and its Newport Beach, California, parent company, Preferred Hotel Group. “The travel advisor community has always given their clients endless reasons to continue to Believe in Travel, more so than ever in the past year. As we look forward to new opportunities and possibilities, advisors will play a critical role in helping travelers live out their wanderlust daydreams in a way that prioritizes holistic sustainability practices.”

Booking channels, support

As part of this launch, Beyond Green has introduced one common GDS chain code for its new brand – LE – standing for “Love Earth.” Linked under Preferred Hotel Group’s master GDS chain code, PV, this new chain code provides access to all member properties represented within the Beyond Green portfolio.

Additionally, to ensure travel advisors are informed on every aspect of Beyond Green’s global portfolio, the brand’s sales team, which also oversees relationships under Preferred Hotels & Resorts, will host a series of initiatives in key markets across the world including training seminars for advisors wanting to learn more about sustainable tourism and how to sell these unique properties.

Digital-first resources

StayBeyondGreen.com is the new booking website that features highly curated visual content of each member property and the experiences they offer, along with stories about the world of sustainable travel through its Good Stories blog, where novel content, tips, and advice will be added on a continuous basis.

The brand also invites travelers to engage in daily dialogues about sustainable tourism, inspiring travel experiences, and best practices for being informed global citizens on social media by following its newly launched Facebook, Instagram, and LinkedIn channels and #StayBeyondGreen and #TravelGently online conversations.

To help build Beyond Green as a compelling,?dynamic, and user-friendly platform, Preferred engaged two external consultants to bring the brand to life. Robert Louey Design was retained for the brand framework, narratives, and storytelling, including the image and identity for the overall brand look and feel, while Spherical was brought on to develop Beyond Green’s digital identity with the new consumer-facing website and social media.

Rewards benefits

I Prefer members who book stays at participating Beyond Green hotels, resorts, and lodges receive access to exclusive bonus points-earning opportunities that are tied to participation in on-property enrichment activities representative of the three pillars of sustainable tourism.

Varying from property to property, these experiences range from an Ecology Tour in San Juan Capistrano at The Ranch at Laguna Beach in California to a specialized lecture on the Gobi Desert at Three Camel Lodge in Mongolia. I Prefer members with Elite-tier status will also receive a welcome amenity or community giving opportunity, in addition to earning 50% more bonus points during every eligible stay.

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