Hospitality Gets Sustainable With the Launch of Beyond Green
Some may not think that players in the hospitality industry would rank sustainability as one of their highest priorities — but Preferred Hotel Group Inc. is here to prove them wrong. This week, the company announced the launch of Beyond Green, its hospitality brand that has a global portfolio of 24 founding member hotels, resorts and lodges that embody sustainable tourism and reflect Preferred Hotel’s goal of protecting the planet.
Beyond Green was created through the partnership of the Ueberroth family — which owns Preferred Hotel — and global sustainability expert Costas Christ, who founded Beyond Green Travel, which Preferred Hotel acquired in February 2020. Today, the new brand unites forward-thinking properties that are committed to delivering on three pillars of sustainable tourism: environmentally friendly practices that go beyond the basics, protection of natural and cultural heritages, and contributing to the social and economic wellbeing of local communities.
“Never before has there been a greater need to promote a kinder and gentler way to explore our beautiful, yet fragile planet,” Preferred Hotel CEO Lindsey Ueberroth said. “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. 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.”
Christ noted that the roots of sustainability are long and deep. “What we are witnessing is an evolution of travel, not a passing trend,” he said. “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.”