Preferred Hotels & Resorts reports $1.11bn of reservations in 2016

Preferred Hotels & Resorts reports $1.11bn of reservations in 2016

Independent luxury hotel representation business Preferred Hotels & Resorts generated  $1.11 billion in reservations revenue for members in 2016.

The result came on the back of 82 new properties added to the portfolio and enhancements to its points-based iPrefer hotel rewards scheme which has more than 1.8 million members.

The programme was revised a year ago to feature a simplified two-tier structure and enhanced benefits.

The revamp produced a 57% increase in enrolments, a 24% rise in stays and 23% more room revenue generated through iPrefer bookings, compared to 2015.

Preferred Hotels & Resorts expanded in 27 countries and signed up its first properties in Sweden, Norway, Bahrain, Saudi Arabia, and Qatar.

The 2016 results continued momentum gained in 2015 following a global rebranding, according to the company which represents more than 650 hotels.

President and chief executive, Lindsey Ueberroth, said: “Our move to one global brand allowed us to be more nimble and presented fresh, exciting opportunities, so we set out for 2016 with intentions to thoughtfully grow our brand presence and innovate in the areas that would help us most effectively connect our member hotels with their ideal guest.

“Our team’s focus last year not only helped us execute on these goals but also created a strong pipeline to generate immediate results in 2017, which will be a pivotal year as we approach our 50th anniversary.”

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