A new name,
a new chapter

To all our communities around the world,

It’s been more than a decade since we set out on this journey with you, when we took our first step with PURE Life Experiences back in 2009. Over the years, the industry has evolved, our family of delegates has grown enormously, and we came to the realisation that it was time to begin an exciting new chapter with all of you.

That’s why Beyond Luxury Media Ltd. has been officially rebranded and reborn as This is Beyond Ltd.

But this is much more than just an update to our name. This is a declaration of intent about all of the work we do: our ambition is to always aim for far more than is expected from us; to provide the best return on investment for our customers; and to bring a tremendous sense of value to the experiences we create. So this rebrand is a commitment to all of you that we will constantly strive to go above and beyond in everything we do, and that we will always be held accountable to this standard.

Luxury has changed, and brands must adapt

A name says a lot about who you are as a company. Beyond Luxury Media suited us 10 years ago when people first began rethinking notions of traditional luxury; but the industry has moved on a lot since then – and we wanted to evolve with it.

Nowadays, being ‘high-end’ is about promising a life that is optimised and amplified; it’s about self-discovery, self-fulfilment, and self-actualisation. We all want to be the best possible versions of ourselves, to have the best experiences we can while we’re on the planet, and to ensure each of those precious moments is truly remarkable, memorable, and leaves behind a positive legacy. That’s what our customers provide – and it’s also what our events strive to achieve.

Realising this, we went on our own journey of introspection to better understand our beliefs, our values, and what we stand for. It became clear that growth could only come through transformation, so we began the process of evolving our brand. After a year of soul-searching, we knew wanted to be a force for good; to make sure everything we do is always surprising, inspiring and positive; and to have the capacity to make real changes in the world.

Our purpose: Commerce should be a force for good

In the current global climate, the world is teetering on a cliff-edge – and unless radical action is taken, we’re going over the edge. Traditional politics is failing us, and the planet. As a result, sixty-three per cent of global consumers now prefer to buy from companies that stand for a purpose reflective of their own values and beliefs. So brands have to be the ones leading the way: combining profit and purpose to spread ideas, take action and inspire others to do the same. With its considerable reach and influence, the high-end travel industry in particular has a huge responsibility be a force for good in the world.

That’s why we want to aspire to do great things while making commerce a force for good. The two are not mutually exclusive. We’re extremely proud that this ethos is already embedded in each of our communities; you are all, in your own distinct ways, contributing to fuelling the greater good. By challenging the status quo, you are all disruptors and visionaries – and it’s never been more important for you to come together and continue inspiring each other to push boundaries and solve problems.

Our mission: Reshaping industries into inspired communities

We know there is great power in collective thinking; that more minds are better than one to overcome challenges and achieve the unexpected. There’s a phrase I love, “Alone we go fast, but together we go far”, which really embodies the whole ethos behind what we do. On our own, we would just be an industry of resourceful individuals, but together, we can do so much more.

That’s why This is Beyond creates immersive events, provides insightful content and curates only the most curious and influential people. We want every one of our communities to be a truly inspired space. This is our mission, the goal that will guide all of our endeavours as a brand. This is also a reminder that whichever of our communities you join, you are all part of something bigger: a united global movement dedicated to doing great while making commerce a force for good, driven by personal relationships.

Our vision: Showing the power of humanity in business

In an increasingly digitised age, too many companies are losing sight of the power of real, human connections. Humanity is an asset in the commercial world that should never be underrated – it has the potential to be an incredible driving force.

At This is Beyond, we believe that good business and great relationships go hand in hand, and feel privileged to have the mission of bringing together exceptional people through our events. But we always want that relationship to work both ways. We don’t have a board of advisors because you are all our stakeholders and consultants, and you all have the power to shape the future direction of our communities. Over the last 10 years we’ve listened constantly, and will continue to do so.

Put simply, you push us to be a better company.

With a new name, and a clear mission, we have never felt more inspired to move forward with all of you; to create unique, inspiring communities with humanity at their centre; and to push the boundaries of doing great while being good.

Yours sincerely,

Serge Dive
Founder & CEO, This is Beyond Ltd.

Travel: A Love Letter

Some of us do it for business, others for pleasure. Many do it for both, combining purpose, profit and passion. It’s where curiosity meets possibility and fantasy meets reality. It’s where we can be the best version of ourselves while opening up to others and finding that increasingly elusive commodity: real-world community.

Travel unites and inspires; transports and transforms. For me, like so many of you, this is more than just an industry or a holiday. This is a way of life. This is why we love travel, and in challenging times it’s always good to be reminded.

Travel is a window on the world

We all have so much to discover in life: new people, new experiences, new worlds. Neuroscience shows we’re far more receptive to different cultures and ideas when we move beyond our daily boundaries. By opening us to limitless places and possibilities, travel is an incredible source of knowledge and understanding – a never-ending cultural exchange that lets us celebrate difference with people we never thought we’d meet.

As Marcel Proust said, “The real voyage of discovery consists not in seeing new sights, but in looking with new eyes.” And, no matter where you’ve been or how far you’ve ventured, travel is a journey that never ends, each trip a fresh step into the unknown. From Berlin to Bogotá; Dakar to Dhaka; Boston, Massachusetts to Boston, Lincolnshire; every place helps realign our perspectives and discover more about ourselves. Everywhere has the power to shape us.

Travel goes beyond business

Yes, travel is an industry, and we could view it in simple, impressive statistics: more than 319 million jobs; over 10% of global GDP; upwards of $8.8 trillion contributed to the economy, and still the world’s second-fastest growing sector. But travel is more than numbers; it’s bigger than the bottom line.

As well as providing employment and stability to so many, it also empowers individuals and transforms communities. It gives people an education they might not have had. It means parents can offer children opportunities they never dreamed of. It elevates lives by providing a sense of purpose, both for those who travel and those who create unforgettable experiences.

Travel brings us together

There are few things more powerful and life affirming than sharing stories and finding common ground. Travel is the world’s great connector, the irresistible force that facilitates so much that’s good about life. Some use it to visit family in far-flung parts of the globe. Some travel to cities they’ve never heard of in the name of supporting sports teams. Some venture out alone, only to return with unexpected friends and life-long collaborators.

Above all, travel provides a sense of belonging that goes beyond the walls of our home or the borders of our country. It lets us know we’re part of something far bigger: a global community with no rules about who can join, no restrictions about who you need to be. Put simply, travel is knowing that the world is open, and you’re always welcome.

It’s a blessing of our modern times that so many can move so far, with so much benefit for all involved – let’s not take it for granted. Let’s preserve this right, this privilege, this thing we all love so much.

We are all global citizens, all travelling together, all learning together.

And, no matter what, we are all in this together. As we look forward to a time when we can all travel again, join me in downloading this letter and sharing it on social media, with the hashtag #allinthistogether, and a quick word on why you love travel, too.

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