Preferred Hotels & Resorts, which provides sales, marketing, and distribution services to independent luxury hotels, generated US $1.11 billion in reservations revenue on behalf of its member properties worldwide in 2016, welcomed 82 new properties, and enhanced its points-based iPrefer hotel rewards programme.
"Our move to one global brand allowed us to be more nimble and presented fresh, exciting opportunities, so we set out for 2016 with intentions to thoughtfully grow our brand presence and innovate in the areas that would help us most effectively connect our member hotels with their ideal guest,” said president & CEO Lindsey Ueberroth in a statement.
“Our team’s focus last year not only helped us execute on these goals but also created a strong pipeline to generate immediate results in 2017, which will be a pivotal year as we approach our 50th anniversary.”
A major driver behind the success Preferred Hotels & Resorts achieved was iPrefer, which was revised in February 2016 to feature a simplified two-tier structure and enhanced benefits. This helped produce 57% increase in enrollments, a 24% increase in stays, and a 23% increase in room revenue generated through iPrefer bookings, compared to 2015 activity. To date, more than 1.8 million travellers have enrolled in iPrefer.
In 2016, Preferred Hotels & Resorts also expanded its footprint in 27 countries across the globe – marking first-time presence in Sweden, Norway, Bahrain, Saudi Arabia, and Qatar.
Over the course of the year, the company finalised agreements to represent select hotels within the portfolios of new brand partners such as Katara Hospitality’s Murwab Hotel Group, Nordic Hotels & Resorts, Fortune Hotels, Vivienda Hotel Villas, and Rosen Hotels & Resorts, and was tapped to support the newest openings of existing partners such as NH Collection, Montage Hotels & Resorts, Salamander Hotels & Resorts, sbe, Shilla Stay, Pyramid Hotel Group, and Ocean Properties.
Other properties that joined Preferred Hotels & Resorts in 2016 include Baccarat Hotel New York (Legend), Longemont Shanghai (LVX), Hotel Metropole Genève (Switzerland; Lifestyle), Hotel Bon Voyage Lagos (Nigeria; Connect), and AKA University City (Philadelphia, Pennsylvania; Preferred Residences).