LAKE BUENA VISTA, FLA.—Florida-based Legacy Vacation Resorts (LVR) has been on a journey of growth and learning over the past few years, spending time and resources working diligently behind the scenes to become a Certified B Corporation. B Corps, as they are referred to, are businesses that voluntarily meet the highest standards of social and environmental performance, public transparency and legal accountability to balance profit and purpose through third-party review. However, many of the changes happening at the company were invisible to the everyday guest—things like carbon offsetting, a living wage initiative for employees, reduction of emissions and an income and savings program for their workforce. Now, to honor the journey upon which the company has embarked, a refreshed visual appearance of the brand and properties will call attention to the work they have done and bring their passion for crafting a mindful travel experience center stage.
“This is so much more than a rebrand, it is more like a reset,” said Jared Meyers, Chairman and CEO of LVR. “This should not be perceived as the same company with some new font and a different color scheme—it is meant to be evidence of an evolution and that we have truly changed what we stand for. At the core of everything we do is an inherent motivation to be the best for the world and all people, to use our business as a force for good.”
The new logo, signage, refreshed digital experience and brand video will catch the eye of visitors differently than before, acting as a beacon of the company’s mission to serve social and environmental impact causes as well as shared prosperity. The reimagining will also be used to educate guests through visual mechanisms in the hopes that they will be inspired by the message and grow a desire to continue to support values-driven companies in their day-to-day lives.
The ‘new’ LVR will embody what the future of tourism represents. Travelers in a post-COVID world will want the things they experience and companies they support to have a positive impact on the world. They will also want assurances that their accommodations provider has their health and safety top of mind. Being a B Corp means that LVR can deliver one of the highest levels of trust as a business to their valued guests, and that these desires are met. Despite being a part of one of the industries hardest hit by the pandemic, LVR continued to act in living their brand purpose instead of suspending programs that positively impacted their communities. As the industry rebuilds, the company hopes to serve as a model of success when a values-driven mission is adopted and show that things such as justice, equity, diversity, and inclusion principles should be addressed on a consistent basis.
“My wish is for LVR to be a steward of the regenerative travel movement, existing to help travelers enjoy a vacation experience that understands interdependence and interconnectedness,” Meyers continued. “This initiative will not only help us accomplish that goal, but also showcase our commitment to people and the planet and share the enthusiasm we have for those efforts with our guests.”
In addition to being a Certified B Corporation, LVR is the only multi-state hotel company to be a member of 1% For The Planet, an organization fostering a global movement which inspires businesses to support environmental solutions by making a simple commitment to donate 1% of their revenue sales to various charities. The company is also a proud partner of Conscious Capitalism International, an organization that maintains a philosophy based on a simple idea that when practiced consciously, business innately elevates humanity.
Building upon the momentum of the regenerative travel movement and the evolution of the LVR brand, Meyers is working to create B Tourism, a global network of B Corp travel and tourism companies as well as other conscious travel organizations that take collective action for environmental and social justice. The network will make it easier than ever for consumers seeking conscious travel options as they plan vacations that align with their values.