Preferred Hotel Group, a global provider of sales, marketing and distribution services to independent luxury hotels has announced its move from a multi-branded business model to one master brand, Preferred Hotels & Resorts.
Lindsey Ueberroth, president and CEO, Preffered Hotels and Resort said, “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. 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.”
Effective today, all of the company’s 650 member hotels and resorts are represented by the Preferred Hotels & Resorts brand. Understanding that travellers have different objectives for each individual trip, each property has been aligned with one of five new collections– Legend, LVX, Lifestyle, Connect, and Preferred Residences– which provide a more intuitive way for consumers to search, consider, and book their lodging based on the type of luxury 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.
Ueberroth added, “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. 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.”
Saurabh Rai, area managing director, South Asia and Middle East, Preferred Hotels & Resorts said, “We are delighted to announce this important milestone for Preferred Hotels & Resorts in India. As we commence a significant phase in the brand’s journey to better create outstanding luxury travel experiences across the world, we are confident that our new collections shall be welcomed by both our member hotels and discerning Indian clientele.”
The new brand strategy is further supported by a multi-million dollar investment in updated advertising, marketing, and public relations campaigns that will be introduced over the next several months.