Condado Vanderbilt Hotel in San Juan, Puerto Rico, was built in 1919. It’ s now part of Preferred’ s Legend Collection. |
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operators, the brand upgraded its offerings and improved communications to build awareness of the unique opportunities that only I Prefer provides. Since this recalibration, Preferred has seen a substantial growth in both membership and hotel participation and now extends to more than 700 hotels across 80 countries. |
“ As traveler expectations continue to rise, loyalty is no longer an option for independents,” said Munro.“ High-value guests increasingly expect recognition, personalization and meaningful rewards, with loyalty shifting from transactional perks to emotional connection and curated experiences.” |
According to Preferred Hotels & Resorts’ 2025 Luxury Travel Report, conducted with affluent U. S. travelers by The Harris Poll, 82 % of respondents said loyalty programs were important to ensuring hotel quality, with nearly two-thirds agreeing a great past stay drives repeat bookings.
The look and feel of a property matters, too. The
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same poll surveyed affluent Gen Z and Millennial travelers: Seventy-seven percent stated they had experienced“ destination disillusionment,” and 79 % agreed with the statement,“ Modern luxury hotels have sacrificed soul for standardization.”
In many ways, older travelers and younger ones are kindred spirits: Both crave high-end experiences that feel unique to them and not of the cookie-cutter variety. Though hard brands of the past— and still some, today— were created with conformity in mind, independent properties under Preferred Hotels & Resorts’ aegis are positioned to deliver the kind of immersive experience the data and anecdotes from its study suggests is in great demand.
ACHIEVABLE ASPIRATIONS Points in the I Prefer program are intended to be accrued and
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May / June 2026 hotelsmag. com 59 |