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Preferred Hotel Group rebrands

Preferred Hotel Group, a global collection of independent luxury hotels, have introduced its move from a multi-brand portfolio to one master brand, Preferred Hotels & Resorts.

The new master brand logo for Preferred Hotels & Resorts.
The new master brand logo for Preferred Hotels & Resorts.

Leveraging the strong heritage of the Preferred name, this rebrand represents the company’s commitment to help travellers better identify the hotel that will provide them with a luxury experience that meets their life and style preferences for each occasion. Guests can now browse and book stays at any of the 650 hotels, resorts, and luxury properties within the Preferred Hotels & Resorts portfolio via the new brand website,

“In a time when travellers are overwhelmed by the multitude of new hotel brands, we are going back to the foundation on which our company was built to provide clarity during the travel planning process,” said Lindsey Ueberroth, President & CEO. “As one brand, Preferred Hotels & Resorts will more effectively serve today’s travellers as the world’s most trusted resource for authentic, and memorable independent hotel experiences.”

Understanding that travellers have different objectives for each individual trip, each property within the new brand portfolio has been aligned with one of five collections – Legend, LVX, Lifestyle, Connect, and Preferred Residences. Addressing evolving consumer expectations and changing travel trends, the collections provide a more intuitive way for guests to research, select and book travel by defining hotels based on the type of luxury experience they offer. On the new website, guests can search for a hotel by collection or by other preferences such as hotel name, experience, location and price point.

“Our new branding empowers today’s dynamic travellers to determine exactly what will make each trip feel luxurious, expanding the definition of luxury travel beyond the confines of traditional perceptions such as white gloves or stars,” said Ueberroth. “By doing so, Preferred Hotels & Resorts will set new standards for traveling well.”

Whether choosing an iconic destination resort for a family celebration or a well-located hotel with personalised service, all guests of Preferred Hotels & Resorts will experience high quality standards and unparalleled service. Every hotel in the portfolio is required to maintain by the Preferred Hotels & Resorts Integrated Quality Assurance Programme, which combines traditional on-site inspection scores with real-time social media reviews.

To further enhance their independent hotel experience, travellers can enrol in the iPrefer guest loyalty programme, which rewards members with points redeemable for free nights and other expenditures, elite status, and special benefits such as complimentary internet at more than 550 participating properties worldwide.

To experience the new Preferred Hotels & Resorts and to browse the brand’s worldwide portfolio, visit

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