Brands with a higher purpose are most likely to survive

Last Updated
22 June 2020
Share

If you’re only in the tourism business for the money, then why would you continue? This is the fundamental question on the mind of Willem Niemeijer, CEO of YAANA Ventures—an owner, partner and operator of entrepreneurial travel and hospitality ventures in Asia. Willem believes that those brands with a higher purpose are the ones that will come through this, because they have a reason beyond financial gain to persevere despite the challenges.

Referencing his own business, which includes a DMC and eco lodges, he says they don’t expect to make money for two years. But they can’t wait to get back to business because they do so much more than just provide a facility for guests—they help to prevent deforestation, protect the jungle and feed local families.