Uniform benefits, opaque point calculations and cookie-cutter experiences have reduced the purpose of loyalty to an economic formula redolent of the complimentary airline snack. Preferred Hotels & Resorts is trying something different.
Leaning into its reputation as one of the world’ s largest independent hotel brands, members of its I Prefer loyalty program can redeem their points at hundreds of distinctive hotels, resorts and residences around the world.
Designed for transparency and affordability, the program also connects more than six
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million global members with new properties and hidden gems, driving occupancy as well as delivering authentic, individualized stays.
“ What truly sets I Prefer Hotel Rewards apart is that we were built for independent hotels and the travelers who love them,” said Jennifer Munro, VP of global loyalty at Preferred Travel Group.“ I Prefer offers authentic and unique experiences around the world, while still meeting expectations for recognition and personalization. Members begin seeing meaningful benefits from the moment they sign up— not after dozens of nights— which is increasingly
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Artyzen Singapore is part of Preferred Hotels’ Legend Collection. This landmark property was once the sprawling tropical-garden mansion named Villa Marie.
important in today’ s loyalty landscape.”
CHANGE IN STRATEGY Over the last four years, Preferred Hotels & Resorts has evolved its benefits as a strategy to not only reward current members, but to drive demand to its legion of global properties.
Viewed as an asset for both travelers and hotel
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Jennifer Munro, VP of global loyalty at Preferred Travel Group |
58 hotelsmag. com May / June 2026 |