Preferred Hotel Group has posted a positive start to 2014 with growth in revenue and its iPrefer loyalty scheme.
The hotel group saw a 19% increase in reservation revenues year-on-year as it welcomed 29 new hotels to its portfolio.
A study by research firm HVS found Preferred’s European hotels have outperformed others with by average of 12% on the average daily rate each month, leading to higher occupancies than usual.
“The HVS study demonstrates our team’s competitiveness; sales and marketing skillset and ability to deliver business to member hotels above and beyond that of other representation companies and hard brands,” said Susan Devine, executive vice president of Europe.
“Looking ahead, especially with the development of the points-based iPrefer guest loyalty programme, we expect to see a continued increase in these preferential margins and business to our member hotels,” she added.
Meanwhile its new points-based iPrefer loyalty scheme has seen a 52% increase in enrolment and a 120% boost in active members since changing eight months ago.
Its loyalty members are spending EUR80 more per booking than non-members, with the average stay reaching EUR682 for bookings at properties within the Preferred portfolio.
The company also signed several new partnerships across 15 countries from January to March this year. New additions include Crystal Energy Resort, Crete; Gorrion Hotel Istanbul; Lower Slaughter Manor, England; State Hermitage Museum Official Hotel, St. Petersburg; Il Salviatino, Florence; Palazzo Victoria, Verona); Belmont Champs Elysées, Paris and MH Apartments, Barcelona.
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