Lindsey Ueberroth, chief executive of Preferred Hotel Group, has confirmed the North American company will launch a new hotel brand.
The new flag will be called ‘Beyond Green’, and will comprise a portfolio of hotels, resorts and lodges which exemplify sustainable leadership.
“We believe change creates opportunity, and we believe now is the right time to launch this new brand.
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“We can now reset and renew the travel and hospitality industry for a better, brighter, future,” said Ueberroth.
The move follows the acquisition of Beyond Green Travel by Preferred earlier this year.
A provider of sustainable tourism services and consulting, the company was founded by global sustainability expert Costas Christ.
“This is not just a hotel collection,” said Christ, “it is a portfolio of individually curated exceptional and renowned properties, defined by a passion for using travel as a force for good.”
