Operations
Left: Activities at Borgo Pignano in Tuscany take inspiration from the hotel’s restored country estate and farmland.
Opposite: Guests are looking for beautiful destinations that embrace their cultural identity, like Puerto Vallarta, Mexico.
hospitality space,” says Lindsey Ueberroth, CEO of Preferred Travel Group. “Travellers today are opting for quality over quantity, travel that creates lifelong memories, and are making choices not only about how and where they travel, but also why and with whom they choose to travel. Our guests are seeking longer stays and more immersive travel experiences that allow them to escape daily routines and stresses exacerbated by the pandemic.” Made up of seven brands, including the flagship Preferred Hotels & Resorts, Preferred Travel Group is the world’s largest independent hotel brand representing more than 650 one-of-a-kind hotels, resorts and residences. Online, one can search for hotels within the brand’s curated collections or by according to experience, where options range from art and culture to adventure, sustainable travel and pet-friendly hotel stays. “The website is designed to inspire travellers seeking unique, memorable hotel experiences [that are] anchored in the local landscapes and communities,” Ueberroth explains. “People tend to spend most of their time on hotel websites during the dreaming stage of the booking process, and so to help tailor their searches, we have included filters for destinations, interests, property type, and level of luxury, which range from the internationally acclaimed properties in the ‘legend collection’ to the smartly appointed urban hotels in our ‘connect collection’.”
Bucket lists begone Our growing sense of wanderlust can be attributed to a number of different cultural factors. For one thing, there is a post-pandemic desire to hop on a plane and experience a part of the world never seen before.
Hotel Management International /
www.hmi-online.com
“Restrictions to movement are now largely eliminated and, mentally, people have moved on and are ready to put their passports to use again,” Ueberroth notes. “What we used to refer to as ‘bucket list’ trips are no longer [popular]; it is all about doing it now.” As a result, Ueberroth predicts, “travellers will take more risks and stretch beyond their comfort zones in 2023. We will see more solo travel and a willingness to really unplug to ‘reconnect’ with themselves, whether that is through spiritual, wellness or adventure travel.”
“Restrictions to movement are now largely eliminated and, mentally, people have moved on and are ready to put their passports to use again.”
But there is another key factor in the drive
toward experiential tourism: a growing awareness of sustainable travel. “Post-pandemic, travellers are more aware of the need to protect our natural landscapes and resources, in addition to honouring local traditions and contributing thoughtfully to the communities they visit,” Ueberroth continues. “Spending so much time in our own backyards meant that we had an opportunity to really explore and experience what it was like to be a visitor in our own communities – and means this will continue to be a priority for many.” Which is why in April 2021, Preferred Travel Group
launched the sustainable hotel brand, Beyond Green. “Working together with an accomplished group of hospitality leaders,” Ueberroth explains, “we established Beyond Green as a brand that represents sustainability leadership in action and impact, based on three core pillars: nature, culture and community.
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Beyond Green
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