Preferred Hotel Group, a global provider of sales, marketing, and distribution services to independent luxury hotels, recently announced first quarter results showing that, over the past three months, the company generated a 19 percent increase in reservations revenue for its member hotels when compared to the same time period in 2013.
In addition, the company released key findings regarding the increases in enrolments, spending, and repeat stays that its iPrefer guest loyalty program has driven since transitioning to a points-based structure last year. Also during the first quarter, the company welcomed 29 new hotels.
iPrefer Guest Loyalty Programme: more members, more spend
A major factor behind Preferred Hotel Group’s momentum during the first quarter was iPrefer, which, less than eight months since the start of its points-based structure, has proven its ability to drive strong bottom-line benefits to independent hotels.
Compared to pre-launch activity, the program has generated a 52 percent increase in member enrolment and a 120 percent increase in active members (members with at least one stay).
In addition, iPrefer members have spent, on average, $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 $705, with the average stay value reaching $942 for iPrefer bookings at properties within the company’s Preferred Hotels & Resorts portfolio.
“The to-date performance results for iPrefer are impressive,” said Ueberroth. “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 programs provide. The success of iPrefer shows our ability to not only conceptualize innovative programs but also predict industry trends.”
How does it work?
iPrefer is a points-based guest loyalty program. Complimentary to join, iPrefer rewards loyal travellers with points that can be exchanged for Reward Certificates redeemable like cash during stays at more than 450 one-of-a-kind participating hotels and resorts worldwide.
“iPrefer is the first program of its kind that addresses the growing demands of today’s travelers who want to enjoy the uniqueness of the independent hotel experience and be recognized for their choice through points and status,” said Lindsey Ueberroth, President of Preferred Hotel Group. “With its global scope and flexible structure, iPrefer redefines how travelers should expect to be rewarded for their loyalty.”
One point for every dollar spent
iPrefer members earn one point for every dollar spent on eligible bookings at participating hotels. Once they have accumulated a qualifying balance of 2,500 points, members can exchange their points for Reward Certificates (starting value of US$50) redeemable at every participating property. All participating hotels accept Reward Certificates towards payment for any hotel room booking, and some may also elect to allow them as payment for other on-property expenditures.
Properties offering iPrefer benefits range from grand hotels in bustling metropolises to villa-style resorts in exotic beach locales, such as The Alpina Gstaad (Gstaad, Switzerland); Aqua Wellness Resort (Playa Gigante, Nicaragua); Cap Maison Resort & Spa (Cap Estate, Saint Lucia); Castello di Casole (Casole d’Elsa, Italy); Hotel Keppler (Paris, France); The Imperial (New Delhi, India); The Jefferson (Washington, D.C.); Montage Hotels & Resorts (locations in Laguna Beach and Beverly Hills, California and Deer Valley, Utah); Royal Plaza on Scotts (Singapore); and The Wellesley (London, England).
Additional benefits on check-in
In addition to points, all iPrefer members, from corporate travellers to occasional vacationers, receive additional benefits on check-in at every participating hotel through a new tiered status system. Determined by points earned during a 12-month period, status levels include:
- Silver (0-4,999 points): Points for eligible bookings, complimentary Internet, priority early check-in and late check-out
- Gold (5,000 – 14,999 points): Silver benefits plus a welcome amenity and upgrade when available
- Platinum (15,000+ points): Gold benefits plus 10% bonus points earnings
Preferred Hotel Group also utilises the new points-based structure of iPrefer to enhance its members-only special offers and provide greater rewards to travelers with special interests through its branded programs Preferred Family, Preferred Pride, and Preferred Golf.
For details or to access a complete list of participating hotels click here
About Preferred Hotel Group™
Preferred Hotel Group represents 650 of the finest hotels, resorts, and serviced residences in the world. Preferred Hotel Group’s brands include Preferred Hotels® & Resorts, Summit Hotels & Resorts™, Sterling Hotels™, Summit Serviced Residences™, Sterling Design, and Preferred Boutique™. Travelers gain valuable benefits through branded programs iPrefer™; Preferred Family, Preferred Pride, Preferred Golf™, and Preferred Residences™. For more information, visit www.PreferredHotelGroup.com and follow the brand on Facebook and Twitter.
For more information about Preferred Hotel Group™ click here