Loyalty Truth

Preferred Hotel Group links about 650 unique hotel destinations in over 85 countries. The chain is positioned to serve travelers seeking the “pinnacle of refined travel and hospitality” and markets under 5 separate brands that trend towards luxury and historic sites.

The group also has an arm – Preferred Meetings – that serves meeting planners and corporate groups as well as Preferred Pride, a sector of its business created to design premier travel experiences for gay and lesbian travelers.

A testament to the importance of frequent guest programs in the hospitality sector is the iPrefer program that PHG offers to drive repeat business among its guest universe. The program is free to join and allows guests to accumulate points that can be redeemed for cash equivalent certificates in its hotel properties. iPrefer uses a tier structure that rewards higher value members with free internet, bonus points, room upgrades, and other amenities.

No matter how beautiful the property, the tie breaker in a purchase decision by individual travelers or meeting planners can still be a well designed loyalty program.