Hotel sales, marketing and distribution services provider Preferred Hotel Group generated a 19% year-on-year increase in reservations revenue for its member hotels in the first quarter of 2014.
During the period, the company welcomed 29 new member hotels from 15 countries, including Cristal Hotel Erbil in Iraq.
A major factor behind Preferred Hotel Group’s momentum during the first quarter was iPrefer, which, less than eight months since the debut of its points-based structure, has proven its ability to drive strong bottom-line benefits to independent hotels, the company said.
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Compared to pre-launch activity, the program has generated a 52% increase in member enrolment and a 120% increase in active members (members with at least one stay). In addition, iPrefer members have spent, on average, US $110 more per booking at participating hotels than travellers who are not enrolled in the program.
Since August 15, iPrefer reservations have shown an average stay value of US $705, with the average stay value reaching US $942 for iPrefer bookings at properties within the company’s Preferred Hotels & Resorts portfolio.
Preferred Hotel Group president & CEO Lindsey Ueberroth said: “The to-date performance results for iPrefer are impressive. More and more, travellers are favouring the independent hotel experience, but they still want the perks, specifically points and added recognition through status tiers, that the hard-brand loyalty programmes provide.
“The success of iPrefer shows our ability to not only conceptualise innovative programmes but also predict industry trends.”
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