A bedroom at The Newman in London’ s Fitzrovia neighborhood. |
|||
|
used right away, with 10 points earned for every $ 1 spent.
Its tiers— Silver( 0-24,999 points), Gold( 25,000-49,000 points) and Titanium( 50k + points)— are based on an award chart rather than dynamic pricing to provide both transparency and consistent point value.
At the moment, points can only be earned through eligible room stays, but Preferred is cultivating partnerships with Citibank and Capital One that would enable cardholders to exchange points into I Prefer membership benefits.
Enabling choice rather than mandating rigid redemption rules offers members the
|
flexibility to choose when and how they use their points. This can range from free nights, cash-and-points bookings or on-property redemptions.
I Prefer also offers a“ private rates” program where members can access especially valuable hotel rates with a small number of points, one of the many ways the brand promotes visibility to its independent properties.
UNCOVERING THE DIFFERENCE“ Discoverability is a particular challenge for independently branded hotels,” said Munro.“ Through our hotel network, we’ ve been able to build a database of luxury travelers
|
with‘ permission to contact’— hotels would never be able to aggregate and communicate with that kind of audience on their own—[ so ] being part of I Prefer puts them in front of millions of travelers in these hotels’ demographic.”
This internal promotion is ideal for introducing newly added properties, such as Tumbling River Ranch in Colorado’ s Pike National Forest; NANNAI Muro Alto on Brazil’ s Pernambuco coastline; or ENVI Paje, a beachfront wellness lodge in Tanzania, opening June 2026.
Spanning both established luxury markets and emerging destinations, each property’ s
|
unique personality is manifested through welcome amenities unique to the terroir of the property.
Loyalty also drives demand and repeat stays across the broader Preferred Travel Group network, with member rates consistently ranking among the top-performing revenue drivers, said Munro.
“ Nearly half of I Prefer stays at hotels come from members that joined somewhere else in the network, meaning members are actively exploring different hotels across the portfolio,” said Munro.“ It’ s a clear indicator of loyaltydriven discovery and network effect.”
|
60 hotelsmag. com May / June 2026 |