Trade-only brand Pure Luxury has added 37 new properties for 2020, including Sir Richard Branson’s private game reserve in South Africa.

The operator – a sister brand to dnata-owned Gold Medal – is also expanding its range of eco-friendly options and luxury cruises from Silversea, Seabourn and Regent Seven Seas.

As well as Branson’s private Ulusaba game reserve, other new safari accommodation options in South Africa include the five-star Leopard Hills Lodge at Sabi Sands and the Shamwari Game Reserve’s new Sindile Lodge, which has lion and leopard reserves funded by the Born Free Foundation.

The operator also features properties in New York and Miami by 1 Hotels, an eco-friendly chain which funds community projects.

Nick Hughes, Pure Luxury sales director, said the 2020 programme has been shaped by feedback from agents.

“What has come through clearly is that they wanted even more great product in established destinations, and also more emphasis on product that had genuine ethical credentials,” he said.

“Sustainability is a big part of the luxury experience for clients and we are aiming to meet their expectations as far as possible with these new additions.”

In Thailand, the destination of Pattaya has been introduced to the programme, with the addition of the InterContinental Pattaya.

And in Australia, the operator has added the new InterContinental Hayman Island, which offers guests the chance to explore the Whitsundays and Great Barrier Reef.

The expanded 2020 range follows the launch of the operator’s agent-facing website, which features selected luxury packages to book, and marketing material for agents.