Preferred Hotel Group has repositioned itself from a multi-branded business model to one master brand, Preferred Hotels & Resorts.
The company, which acts a global provider of sales, marketing and distribution services to independent luxury hotels, aims to showcase its commitment to a “new consumer-focused approach” and “elevate core awareness of the brand, drive strategic growth of its portfolio, and improve market share for its member hotels”.
Commenting on the company’s decision president and CEO Lindsey Ueberroth said: “In a time when seemingly every hotel company is introducing new brands that target specific demographics, we are doing the opposite by transitioning from a house of brands to a branded house.
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“Driven by evolving consumer expectations and changing travel trends, our new brand architecture creates stronger clarity for the Preferred Hotels & Resorts brand within the marketplace and allows us to elevate and focus attention on our world-class collection of independent hotels and resorts.”
While all of its 650 member hotels and resorts will be represented by the Preferred Hotels & Resorts brand, each property will be aligned with one of five new collections – Legend, LVX, Lifestyle, Connect, and Preferred Residences.
“By defining hotels based on experiences versus brands or stars, we are creating stronger positioning for our member hotels and expanding their opportunities to reach more guests,” Ueberroth added.
As part of the strategic move, the company has also rebranded its website.
Agents, will also note that all member hotels will be represented under one common chain code – PH – on global distribution systems (GDS), with all hotels still being found under the brand’s master chain code PV.
Over the coming months Preferred Hotels & Resorts will introduce updated advertising, marketing and public relations campaign.
Preferred Hotel Group represents 650 hotels, resorts, and serviced residences around the world.
Preferred Hotel Group has launched Preferred Residences, a collection of villas, bungalows, condominiums, and other units available at luxury hotels and resorts.
The group has partnered with Paramount Hotels & resorts on its first Middle East property, to open in Dubai in 2016.
Preferred Hotel Group will provide the reservation booking engine and sales and marketing platform for all the properties.
Previously, Dubai’s Habtoor Grand was also under the Preferred Hotel Group umbrella before it became part of Marriott’s Autograph collection earlier this year.
There are no confirmed Preferred Residences collection hotels confirmed for the Middle East yet.
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