Preferred Hotel Group rebrands

  • Published by Ozgur Tore

Preferred Hotels Resorts

Preferred Hotel Group, a global provider of sales, marketing and distribution services to independent luxury hotels, has moved from a multi-branded business model to one master brand, Preferred Hotels & 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.

The company is now represented by one brand website,

Now showcasing the company’s entire portfolio and suite of experiences, the new brand website features a vibrant, responsive design, strong integration of messaging regarding its points-based iPrefer guest loyalty programme, and many innovative ways in which a guest can search for a hotel, such as experiences, location, and price point. In addition to sharing a common website, all member hotels will be represented under one common chain code – PH – on the Global Distribution Systems (GDS).

The Preferred brand was originally established in 1968 by a group of hoteliers as a referral organisation for hotels called Preferred Hotels Association. Now in its eleventh year of ownership by the Ueberroth Family, it is the world’s largest independent hotel brand with 250 associates based in nearly 40 cities across the globe.


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