Preferred benefits from de-flagged hotels
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Hotels that have been removed from large global brands have helped Preferred Hotel Group see a rise in revenue for 2013.
The hotel group generated US$834 million in revenue on behalf of members last year, up 14% year-on-year.
Of the 126 properties that joined in the year, 11 had been conversions from flagged properties to independent.
New destinations to the group included Vietnam, Myanmar and St Petersburg, while there was a growing member of members in Spain and Colombia.
Overall Preferred reported a 17% increase in bookings and 20% boost in room nights, with hotels in Mexico and France seeing the largest rise in average daily rate.
The group was also helped along by its new points-based loyalty programme iPrefer and measures that specifically target Chinese tourists.
“I am proud that we successfully executed on every initiative we set out to accomplish in 2013, from the expansion of our global footprint to the introduction of groundbreaking programs,” said president Lindsey Ueberroth. “Preferred Hotel Group is entering 2014 well positioned for continued growth as a preferred partner for independent hotels and resorts worldwide. We are building on the momentum of last year and have many exciting developments in the pipeline.”
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