Preferred Hotels launches loyalty programme

Hotel representation company Preferred Hotels, a collection of 650 properties in 85 countries worldwide, has launched a loyalty scheme.

The scheme, which has been labelled a “gamechanger” by the company’s president, will allow its portfolio of independent hotels to be part of a loyalty scheme – thus competing with big brand rivals.

The initiative, known as iPrefer, allows members to collect points which can be transferred to ‘Reward Certificates’ for redemption against room payment and other on-property expenditures.

Members of iPrefer will also be given free internet use as well room upgrades, depending on the level of their membership.

“The new structure of iPrefer extends the undeniable value of frequent stay programmes to independent hotels worldwide, allowing them to better compete with hard brands by incentivising travellers with points, status, and a flexible redemption process,” said Lindsey Ueberroth, president of Preferred Hotel Group. “iPrefer is a game changer. For the first time, one-of-a-kind hotels can maintain their independence and reap the benefits of a points-fueled global loyalty programme.

“iPrefer was designed to build a framework for long-term loyalty to the Preferred Hotel Group family of brands and reward both our hotels and guests with a simple, flexible model,” continued Ueberroth. “By allowing members to choose how they spend their Reward Certificates, the program will drive incremental revenue and increase direct bookings for participating hotels, without bringing down the room rate.”