Preferred Hotel Group launches new iPrefer


Preferred Hotel Group has launched the first points-based consumer loyalty programme of its kind for a global collection of independent hotels. The programme rewards travellers with points on qualifying hotel stays that can be exchanged for Reward Certificates redeemable like cash toward expenditures at hundreds of participating properties across the Preferred Hotel Group family of brands. In addition, iPrefer extends members-only benefits such as complimentary Internet during every hotel experience.

“The new structure of iPrefer extends the undeniable value of frequent stay programmes to independent hotels worldwide, allowing them to better compete with hard brands by incentivizing travelers with points, status, and a flexible redemption process,” said Lindsey Ueberroth, President of Preferred Hotel Group. “iPrefer is a game changer. For the first time, one-of-a-kind hotels can maintain their independence and reap the benefits of a points-fueled global loyalty programme.”

Effective immediately, iPrefer members will receive one point for every $1 dollar spent on net room reservations at participating hotels booked through eligible channels, which include, Preferred Hotel Group distribution channels, GDS, and hotel direct. Upon check-in, participating hotels will also extend a variety of complimentary benefits to iPrefer members based on their tier status, which is determined by points earned during a 12-month period:

  • 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): All benefits of Silver membership plus a welcome amenity and an upgrade based on availability.
  • Platinum (15,000+ points): All benefits of Gold membership plus 10% bonus points earnings.

iPrefer members will exchange their points for reward certificates in Dollars, Euros, or Pounds. Participating hotels will accept the reward certificates as currency for room reservations and can elect to permit them as payment toward other on-property expenditures such as food and beverage and spa treatments. Reward certificates never expire and are transferable.

The new iPrefer programme will have a 24/7 Help Desk to support participating hotels and guests.

Since 2006, more than 1.3 million members have signed up for iPrefer. Over the next several months, Preferred Hotel Group will unveil new iPrefer marketing initiatives ranging from social media sweepstakes to ‘double points days’ designed to drive new member enrollment and re-engage inactive guests.

For more information and for a complete list of participating properties, visit