Luxury may be evolving, but at &Beyond, the definition has always extended beyond thread counts and five-star finishes.
As the brand prepares to launch its Amazon Explorer next year and continues to expand its global footprint, &Beyond is reinforcing a model that blends high-end travel with conservation and community impact at scale.
Travel Weekly spoke with Ryan Powell, Chief Operating Officer at &Beyond, about the company’s next phase of growth, what “luxury adventure” really means, and how the brand continues to set itself apart in an increasingly crowded premium travel market.
Luxury Travel has seen a big boom in the travel market, with all brands throughout the industry trying to cash in to the new wave of traveller. AndBeyond has always been an ethical tourism advocate in the luxury space, do you see more travellers opting to “do good” or “give back” when deciding on a holiday?
For some, impact is a motivator from the outset. Purpose-driven travel is shaping decisions from the very first inquiry and guests are asking deeper questions earlier in the booking process, wanting to understand how their journey can make a positive impact.
For others, the realization comes during their stay, as they are exposed to our teams or read about our impact work and would like to do good by giving back. &Beyond was founded on the principle of Care of the Land, Care of the Wildlife, Care of the People over 30 years ago, long before sustainability was in the global vernacular. It’s who we are.
Every guest experience funds and fuels our impact. Guests arrive for world-class hospitality and leave with a deeper sense of connection and proof that travel can be a force for good.
Amazon Explorer is set to launch next year. This is the first cruise product for the brand. Why now and why the Amazon?
Amazon explorer will be the second, our first was the Galapagos Explorer. This launch builds on the success of the &Beyond Galapagos Explorer, extending our proven conservation model to South America’s rivers as &Beyond continues to grow in South America.
The &Beyond Amazon Explorer is the natural evolution of our ethos to protect irreplaceable ecosystems while delivering transformative experiences.
The Amazon is one of the most biodiverse regions on Earth. Our 3-, 4- and 7-night cruises will journey on the Amazon River (one of the few to do so) and explore the Pacaya-Samiya National Reserve, home to pink river dolphins, mighty anaconda, black jaguars, and vibrant Indigenous cultures. The experience will be much more than just a cruise experience. It’s an invitation to experience rare beauty and leave a positive mark, combining exceptional comfort and hospitality with purpose-driven travel. We are really excited to see the impact and influence we can have on this exceptional ecosystem.”
What does Luxury mean to andBeyond?
For us true luxury is not about excess; it’s about connection. It is built around the privilege of space, beauty, and belonging, paired with the assurance that every stay leaves the world tangibly better. For us, luxury is the ability to explore in comfort – we call it Luxury Adventure.
Every detail matters: design, cuisine and guiding. What truly transforms the experience is the human element, the warmth, authenticity, and unscripted moments of connection.
There’s no trade-off between luxury and sustainability. Guests paying USD 1 500 + per night deserve value in every sense—as well as the knowledge that their journey contributes to conservation and community.”
What are some new (or existing) initiatives at andBeyond that truly sets it apart from the competition?
“Firstly, I would say what sets us apart is our people. It may sound cliched, but our people are our magic ingredient, and we hear it from our competitors too. In one particular instance we were told they have stopped trying to replicate how we deliver our hospitality.
Secondly, I would say the scale of our impact sets us apart as a responsible luxury travel brand and we have the data to back this up. Our conservation and community programs are integral to how we choose to do business, not a marketing add-on – a proof point that resonates deeply with today’s conscious traveller. To illustrate this:
- Our integrated impact model will deliver approximately USD 42.5M in measurable impact this year, benefiting 500 000+ people and protecting 30M acres of land.
- We track this through a balanced scorecard that measures financial performance, guest satisfaction, staff wellbeing, and real impact outcomes.
Thirdly, our integrated global footprint allows us to deliver impact at scale with our lodges, camps, yachts and DMC operations across three continents.”
What is your personal favourite product/property and why?
That really is like asking me to choose my favourite child.
My favourites that have been shaped over the years include Botswana for safari. I love &Beyond Nxabega Okavango Tented Camp for the amazing wildlife and water experience. I am a birder, and I got to see a Pel’s Fishing Owl there.
My family’s favourite island getaway is &Beyond Benguerra Island. We love the seclusion, the crystal blue waters and the community involvement. My wife and daughter got to swim with the horses on the island.
My favourite country is Bhutan. I feel a real kinship with the destination. While walking through the Punakha Valley, taking in the surroundings, I was overcome by thoughts of my deceased father and grandmother. It has been 20 years since their passing and something about that day, that moment and that place finally allowed me to say a proper goodbye to them both.
Finally, there is Chilean Patagonia. We were there as a family one year in April, after the high season (unbeknown to us, our daughter was there too, as we only found out later that we were expecting). Chile, and Patagonia in particular, is one of the most scenically beautiful places you can experience on this earth. Walking through herds of Guanaco, we arrived at this beautiful freshwater lake, with floating icebergs and water as smooth as a mirror. We still talk about our time there and how fortunate we were to be there with no one else around.”
Any other initiative you want to highlight?
Our Impact Journeys, as we have called them, are redefining experiential travel. These immersive itineraries let guests step behind the scenes and do activities such as help veterinarians dehorn a rhino or join marine teams in restoring coral reefs.
It’s travel that changes perspective as much as place, a reminder that the best journeys don’t just take you somewhere new; they transform how you see the world.
