Last updated: 10:19 AM ET, Wed March 04 2015

Preferred Hotels Rebrands with New Hotel Collection Series

Hotel & Resort | Carrie Buckle | March 04, 2015

Preferred Hotels Rebrands with New Hotel Collection Series

Preferred Hotel Group has officially moved from a multi-brand business model to one master brand, Preferred Hotels & Resorts. The family-owned global provider of sales, marketing and distribution services to 650 independent hotels in 85 countries also is championing a new consumer-focused strategy.

Effective March 4, each Preferred member property is now aligned with one of five new collections—Legend, LVX, Lifestyle, Connect and Preferred Residences—that are based on experience rather than stars or tiers. The entire portfolio is now represented by one website at

“With a clear understanding of the consumer landscape and the many evolutions and revolutions the market presents, we recognize that becoming more consumer-facing is vital to the success of our company and our hotel partners worldwide,” said Lindsey Ueberroth, Preferred Hotels’ president and CEO. “Therefore, we have made the momentous decision to rebrand our company and reposition our offerings to create a suite of products and services that will allow us to stay ahead of the market while continuing to strengthen and elevate the core awareness of our brand.”

The five new collections are intended to provide a more intuitive way for consumers to book their stay based on the type of experience they are seeking. Each collection is defined by a fixed set of criteria across 10 categories, which, in addition to experience, focus on critical service standards, physical facilities, and awards and recognition.

“Today’s travel consumer is not one-dimensional, so it is no longer strategic for us to imply that there is only one definition of luxury,” said Ueberroth. “By defining hotels based on experiences versus brands or stars, we are creating stronger positioning for our member hotels and expanding their opportunities to reach more guests.”

In addition to being able to browse on the website by experience, consumers can search by location and price point. The site is integrated with the company’s points-based iPrefer guest loyalty program, which was introduced in August 2013. All member hotels are also represented by one common chain code (PH) on all global distribution systems (GDSs).

Preferred Hotels also plans a multi-million dollar investment to support its new brand strategy. “In the months ahead, we will focus on an extensive image, identity and communications campaign to inform and inspire our partners and guests worldwide,” said Ueberroth.

In addition, Preferred Hotels has committed to growing from 650 hotels in 85 countries to 1,000 hotels in 100 countries by 2018, though Ueberroth insists that the company will not just focus on the number of hotels it has. “This goal isn’t about quantity of hotels, but about the right hotels in the right locations,” she said. “This will ensure our guests can stay in the hotel of their choice whether for business or pleasure anywhere in the world.”


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