Monday, June 23, 2025

In an exclusive interview with Travel and Tour World (TTW), Philipp Weghmann, the newly appointed Chief Development Officer of Preferred Travel Group and President of Beyond Green, shares his strategic roadmap for expanding the company’s global footprint while reinforcing its commitment to purpose-driven hospitality. With a deep understanding of luxury travel and sustainability, Weghmann outlines a vision that blends thoughtful growth, regional expansion, and operational excellence.

As Chief Development Officer, Weghmann’s priority is to lead the intentional and strategic growth of Preferred Travel Group’s diverse portfolio of hotel brands and consulting ventures. His development strategy is focused on unlocking opportunities in high-potential regions such as Asia Pacific, South America, and Africa, where independent and value-driven hospitality can thrive. In addition to expanding geographic reach, Weghmann is keen to explore new revenue streams through partnerships and innovative services that complement the company’s core offerings.

In his dual role as President of Beyond Green, the sustainability-focused brand under Preferred Travel Group, Weghmann emphasizes a mission-driven approach. He envisions Beyond Green as the future of travel, where sustainability, cultural preservation, and social impact converge. His expansion plans involve onboarding properties that showcase genuine progress in sustainability—particularly in urban hotel environments, highlighting the evolution of sustainable practices in cities. Weghmann is building a community of like-minded hotels, advisors, travelers, and partners united by a belief that travel can be a force for good.

To ensure consistent quality and brand standards, Weghmann stresses the importance of Preferred’s Integrated Quality Assurance (IQA) program and the Alliance Partner program. These systems offer independent hotels access to global tools and support while preserving their unique identities. He plans to enhance both programs to further empower hotel partners and strengthen global alignment.

Drawing on his previous experience at The Luxury Collection, Weghmann brings a global perspective shaped by managing over 120 luxury properties across 35 countries. His key takeaway from that role was the importance of expanding without compromising authenticity. He brings that same philosophy to Preferred, emphasizing selective growth rooted in quality, cultural relevance, and alignment with brand values.

Innovation is another pillar of Weghmann’s vision. He believes that can coexist, and that thoughtful innovation—through tech, partnerships, and personalized services—can elevate the guest experience without diluting brand integrity. Every initiative will be grounded in the expectations of the company’s hotels and guests.

Weghmann’s appointment further strengthens Preferred’s dedication to . Through , he aims to champion hospitality leaders making a regenerative impact and to amplify their stories. Under his leadership, sustainability will remain deeply embedded in development decisions, guest offerings, and global strategy.

With clear regional targets, a focus on authenticity, and a passion for sustainable innovation, Philipp Weghmann is poised to usher in a new era of responsible luxury for .

In my new position as Chief Development Officer, my focus is on driving the strategic and intentional growth of all our hotel brands, as well as our consulting business. I’m particularly excited to explore expansion opportunities in regions where I believe we can make a significant impact — especially in Asia Pacific, South America, and Africa. These markets offer enormous potential for independent, value-driven hospitality. I’m also looking closely at how we can introduce new revenue streams, whether through adjacent ventures or innovative partnerships, that complement our portfolio and strengthen our overall offering.

Beyond Green represents the future of travel — one that’s both purpose-driven and globally connected. Our goal is to strategically grow the brand by welcoming properties that are genuinely committed to measurable progress in sustainability. We’re seeing a lot of interest from urban hotels, which I think is an exciting evolution for the brand, showing that sustainability can thrive in every context. Ultimately, we are building and expanding our community of hotels, travelers, advisors, and partners who all believe that travel should be a force for good. That means celebrating diversity, championing cultural preservation, and elevating the incredible work our members are already doing.

Alignment is absolutely key. Our Integrated Quality Assurance (IQA) program is a cornerstone of how we ensure that every hotel we welcome into our brands meets the highest standards of service, sustainability, and guest experience. I’ll work closely with our teams to ensure IQA continues to guide our development choices. At the same time, our Alliance Partner program is one of the most valuable tools we offer — giving independent hotels access to global resources while maintaining their individuality. Strengthening and expanding both of these programs will be central to my strategy.

During my time with The Luxury Collection, I had the privilege of working with over 120 exceptional hotels in 35 countries. That experience gave me insight into the challenges and opportunities of scaling a global portfolio. One key learning was the importance of staying true to a brand’s essence, even amid ambitious growth targets. While scale has its place, I saw firsthand how important it is to balance expansion with authenticity. Long-term brand value is built by being selective — choosing properties that reflect a sense of place, share a commitment to excellence, and align with a brand’s DNA. That’s the lens I bring to Preferred — expanding thoughtfully, with quality always ahead of quantity.

Innovation and consistency aren’t mutually exclusive — in fact, I believe one feeds the other. My goal is to identify opportunities where we can extend our brand into adjacent spaces, whether that’s through new service offerings, creative partnerships, or technology that enhances personalization. While some of these ideas are still in development, I can promise that any innovation we pursue will be grounded in the core identity of our brands and the expectations our hotels and travelers have come to trust.

For me, sustainability isn’t a trend — it’s a responsibility. Beyond Green is not just a portfolio; it’s a global network of hospitality leaders who are raising the bar on what it means to operate responsibly and regenerate the world around them. I see my role as one of amplifying those efforts — by creating more opportunities for connection, peer learning, and storytelling that brings our members’ impact to life. I’m committed to ensuring that sustainability remains a central thread in everything we do across Preferred Travel Group, from development decisions to guest experience.

What specific markets or regions are being targeted for brand expansion under your development strategy?

As mentioned, I’m particularly focused on expansion in the Asia Pacific, South America, and Africa markets. These regions are rich in culture, biodiversity, and hospitality potential — and they align beautifully with our values. I believe our brands, especially Beyond Green, are uniquely positioned to meet the moment in these markets — offering independent hotels and small regional hotel groups a global platform while staying true to their local roots. That balance is at the heart of what we do, and I’m looking forward to helping it flourish in new corners of the world.

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