The milestone acknowledges the momentum within the Preferred network, which acts as a global marketing programme for independent hotels, providing more and more guests with a one stop solution for their travel needs. Many of these individual properties hit the top of global hotel rankings, from Michelin to Forbes, for their service, unsurpassed guest experience and fine dining.
Latest additions to the Legend Collection are the Hotel Maria in Helsinki, created from four traditional buildings in the Finnish capital. In Los Cabos, Mexico is the Grand Velas Boutique Los Cabos, an adults only resort with just 79 rooms and an expansive infinity pool that overlooks the Pacific. The Global Ambassador in Phoenix, Arizona is the third newcomer, while a pipeline signing is The Newman in London, which will launch in spring 2025. The 81 room Newman will be managed by a new company, Kinsfolk & Co, created by a seasoned team of hoteliers and restaurateurs.
Distinctive collections
Overall, Preferred Hotels & Resorts now lists and supports more than 600 hotels, resorts and residences spread across over 80 countries globally, grouped under four collections. Legend features luxury properties that deliver guests the ultimate in personalised service, often in spectacular settings. LVX properties are generally hotels and resorts with a wellness offering. Lifestyle offers a mix of properties with approachable luxury and friendly service. And finally Preferred Residences is a mix of apartments, studios, villas, cottages, and bungalows with the amenities of a home, plus the services of a hotel.
“The expansion of our Legend Collection portfolio is not only an exciting growth landmark for our brand, it also aligns with an increase in demand we are seeing from luxury travellers who are prioritizing hotels that feature exquisite accommodations, stellar and intuitive personal service, renowned dining, and exceptional spas,” commented Preferred CEO Lindsey Ueberroth.
One key benefit for guests and member hotels is the group’s loyalty programme, IPrefer, which currently has five million members, all able to book hotels via a dedicated app. Members can earn points that count towards free stays in the future, and can enjoy other benefits during a hotel stay, linked to their tier status.
Sustainable alternatives
As well as the Preferred Hotel portfolio, the Preferred group is also growing a number of other curated collections, including Beyond Green, a grouping of the planet’s most sustainable hotels. For those who love their history, there are the Historic Hotels Worldwide and Historic Hotels of America families, too. With independent hotels looking for the global marketing support that comes from being part of a larger group, affiliations such as that offered by Preferred are increasingly attractive, in a digital world.