Preferred bucks industry trend with single brand switch

The new website
The new website

Preferred Hotel Group has reversed the modern industry trend by consolidating its collection of brands under a single name: Preferred Hotels & Resorts.

The company previous operated a series of different brands, including Preferred Hotels & Resorts, Preferred Boutique, Summit Hotels & Resorts and Sterling Hotels.

But from now on, the company will bring its collection of 650 properties together under one “master brand”, which will then be divided into a series of five “collections”: Legend, LVX, Lifestyle, Connect, and Preferred Residences.

Preferred said the new structure would “help travellers better identify the hotel that… meets their life and style preferences”.
Following the rebranding, the group’s entire portfolio will be available for booking via a brand new website,

“In a time when travellers 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,” explained Lindsey Ueberroth, president & CEO.

“As one brand, Preferred Hotels & Resorts will more effectively serve today’s travellers as the world’s most trusted resource for authentic, and memorable independent hotel experiences.”

The five new collections are intended to allow guests to select a property based on the kind of experience they offer. And to back this up, the new website allows users to search for a hotel by experience, as well as location and price point.

“Our new branding empowers today’s dynamic travellers 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 travelling well.”

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