Preferred Hotel Group has transitioned from a multi-branded business model to one master brand, Preferred Hotels & Resorts. The rebrand reflects the company’s new “consumer-focused approach.”
Effective today, all of Preferred’s 650 member hotels and resorts are represented by the Preferred Hotels & Resorts brand. Additionally, each property has been aligned with one of its five new collections – Legend, LVX, Lifestyle, Connect, and Preferred Residences – which aims to offer a more intuitive way for consumers to search, consider, and book their lodging experience.
“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 Lindsey Ueberroth, president and CEO of Preferred. “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.”
Ueborroth adds that Preferred will launch a new advertisement campaign in April, using real photos from customers submitted over social media. “I want Preferred to be looked at as a brand that means something to consumers,” she says.
The Preferred brand was originally established in 1968 as Preferred Hotels Association, a referral organization for hotels. Today, it is the world’s largest independent hotel brand with 250 associates based in nearly 40 cities around the world.
