Preferred Hotel Group announced its switch from a multi-branded business model to one master brand: Preferred Hotels & Resorts. The company, which provides sales, marketing and distribution services to independent luxury hotels, is now represented by one brand website, www.PreferredHotels.com.
The company was first established in 1968, and is the world’s largest independent hotel brand with 250 associates based in nearly 40 cities across the globe. The move is meant to help the company’s portfolio growth and improve market shares for its member hotels.
Preferred Hotels & Resorts is also introducing hotel collections. All of the company’s 650 member hotels and resorts, which are now represented by the new brand, bear one of five titles: Legend, LVX, Lifestyle, Connect, and Preferred Residences. Each collection is defined by a fixed set of criteria across ten categories, which are meant to help guests chose the type of luxury hotel experience they seek.
“In a time when seemingly every hotel company is introducing new brands that target specific demographics, we are doing the opposite by transitioning from a house of brands to a branded house,” said Lindsey Ueberroth, president & CEO. “Driven by evolving consumer expectations and changing travel trends, our new brand architecture creates stronger clarity for the Preferred Hotels & Resorts brand within the marketplace and allows us to elevate and focus attention on our world-class collection of independent hotels and resorts.”
