RARE India – a collection of some of the finest conscious luxury properties, has unveiled RARE 2.0 with a pledge to urge the travel community to explore differently and redefine its narrative for luxury and experiences.
As part of its responsible tourism agenda under RARE 2.0, the organization has launched its new website and logo. The new RARE Logo is a simple, stylised leaf in gold of Ginkgo biloba, familiar to many as the maidenhair tree and is a metaphor for change to be led by travel and the community.
“For the longest time choices for hotels, lodges and boutique stays have been based on their price points and excesses that passed off as luxury. Every popular destination has suffered the consequences of placing the needs of the traveller’s demands without a thought to the integrity of the destination and the effects of unchecked tourism on its culture and environment. The community of hotels promoted under RARE India is designed to uphold the cultural and environmental integrity of the destination by engaging visitors in experiences to celebrate its people, diversity, cultural richness, authenticity and natural beauty,” Shoba Mohan, Founder, RARE India, said.
The new website emphasizes on the nine RARE Touchstones as unique value propositions : Single Use Plastic, Local Community Engagement, Safe Garbage Disposal, Water Conservation, Low Impact Tourism, Living Heritage and its preservation, Wildlife, Nature & Habitat Conservation, Sensitive Destination Discovery and the power of Human Touch.