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Campaign Business Media Brand of the Year 2020
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Sustainable travel brand Beyond Green makes trade push

Beyond Green, a new sustainable hospitality brand, launches today, with agents now able to book a range of hotels using its common GDS code and access a range of other benefits.

Wilderness Safaris Bisate Lodge in Rwanda is a founding hotel in Beyond Green
Wilderness Safaris Bisate Lodge in Rwanda is a founding hotel in Beyond Green

The brand is aimed at travellers who are “seeking a more purposeful way to explore the world” and is the brainchild of Preferred Hotel Group, the family-owned company that manages and operates Preferred Hotels & Resorts, Historic Hotels of America and Historic Hotels Worldwide.


Properties represented within Beyond Green can now all be booked through the GDS chain code “LE” and the brand will give agents a 3% bonus commission on top of the standard 10% for bookings made for its celebratory launch offer, Journeyer’s Pick Package.


Guests at the Beyond Green properties meanwhile will be able to benefit from perks available through the I Prefer Hotel Rewards programme.


There are 27 hotels, resorts, and lodges on board at the initial stage, which have all been carefully vetted and “exemplify sustainability in action”.


To be considered for membership in Beyond Green, a property must meet more than 50 sustainability indicators that align with global sustainable tourism standards and the United Nations Sustainable Development Goals.


The brand said it now wanted to “invite travel advisors to discover and plan adventures for their clients that align with sustainable travel values and aspirations”.

“Today’s travellers 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, chief executive of Beyond Green and 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,” she added. “As we look forward to new opportunities and possibilities, advisors will play a critical role in helping travellers travel in a way that prioritises holistic sustainability practices.”


Costas Christ, brand leader of Beyond Green and president of Beyond Green Travel, an entity of Preferred Hotel Group, added that over the years, he had been met with a common refrain from agents: “They often say ‘we are inspired, we care, and we want to be part of the growing movement of travel that gives back in positive ways to the people and places we visit; but how can we easily identify the hotels that are truly doing it right?’. The launch of Beyond Green answers that question for today’s travel advisors.”


Beyond Green’s new GDS code of LE stands for “Love Earth” and is also linked under Preferred Hotel Group’s master GDS chain code, PV.


The brand’s sales team will also host initiatives in key markets including training seminars for advisors wanting to learn more about sustainable tourism and how to sell the Beyond Green properties.


The Journeyer’s Pick Package will initially be available at 15 participating properties for bookings made by 30 September for travel through 31 December.


Anyone booking this for a client secures the best available rate; a unique local experience or exclusive memento; and 5,000 I Prefer bonus points – plus the added commission for the agency.

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