Preferred Hotel Group Moves Portfolio to One Master Brand

CHICAGOPreferred Hotel Group, a global collection of independent luxury hotels, has moved from a multibrand portfolio to one master brand, Preferred Hotels & Resorts. Travelers can now browse and book stays at any of the 650 hotels, resorts, and luxury residences represented within the Preferred Hotels & Resorts portfolio via a new brand website,   

“In a time when travelers are overwhelmed by the multitude of new hotel brands, we are going back to the foundation on which our company was built to provide clarity during the travel planning process,” said Lindsey Ueberroth, president & CEO. “As one brand, Preferred Hotels & Resorts will more effectively serve today’s travelers as the world’s most trusted resource for unique, authentic and memorable independent hotel experiences.” 

Each property within the new brand portfolio has been aligned with one of five collections—Legend, LVX, Lifestyle, Connect and Preferred Residences. The collections provide a more intuitive way for travelers to search, consider and book travel by defining hotels based on the type of luxury experience they offer, according to the company. On the brand’s new website, travelers can search for a hotel by collection or by other preferences such as hotel name, experience, location and price point.

“Our new branding empowers today’s dynamic travelers to determine exactly what will make each trip feel luxurious, expanding the definition of luxury travel beyond the confines of traditional perceptions such as white gloves or stars,” said Ueberroth. “By doing so, Preferred Hotels & Resorts will set new standards for traveling well.”

To further enhance their independent hotel experience, travelers can enroll in the iPrefer guest loyalty program, which rewards members with points redeemable for free nights and other expenditures, elite status and special benefits—such as complimentary Internet—upon every eligible stay at more than 550 participating properties worldwide.