Preferred Hotels & Resorts Launches Loyalty Programme for Partner Hotels

Preferred Hotels & Resorts has launched a new loyalty programme.

Called “I Prefer Alliance”, the platform allows partner hotels to incentivize their respective loyalty members by extending access to more than 650 additional destinations across 85 countries where they can earn and redeem points, while receiving other benefits during every eligible stay.

The programme has made its debut with Tokyu Hotels – one of Japan’s leading hotel groups, with 44 properties across the country and more than 700,000 Tokyu Comfort Members – as its inaugural partner.

“As Preferred Hotels & Resorts entered its 51st year of championing the independent hotel experience, we identified an opportunity to further support our hotel partners’ individual goals related to fostering more impactful guest loyalty,” said Jeri Salazar (pictured), Vice President of Loyalty, Preferred Hotels & Resorts. “I Prefer Alliance was created to provide independent hotels with the flexibility to personalize their own programmes in a way that would help drive more loyalty from their current members, while creating more visibility for partner properties and all hotels that participate in I Prefer among a growing and highly engaged travel community who prefer authentic, inspiring travel experiences. We look forward to integrating more hotel partners into I Prefer Alliance globally in the months ahead.”

Introduced as a points-based model by Preferred Hotels & Resorts in August 2013, more than three million members have enrolled in I Prefer to take advantage of its benefits, which include points that can be exchanged for cash-value I Prefer Reward Certificates, as well as elite status and additional benefits such as priority early check-in/late check-out, room upgrade based on availability, and complimentary internet upon every eligible stay at more than 650 participating properties worldwide. Preferred say that in 2018, the programme produced a 24% increase in reservations revenue and a 31% increase in stays to participating hotels, as compared to 2017.

Through I Prefer Alliance, partners can extend the full benefits of I Prefer Hotel Rewards to members of their respective programmes upon every eligible stay. The points exchange structure for each I Prefer Alliance partnership will be unique to the structure of each individual partner’s programme.

Effective immediately through Tokyu Hotels’ affiliation with I Prefer Alliance, all Tokyu Comfort Members will receive two Comfort Points for every US$1 spent on net room reservations when they book any hotel outside Japan through a dedicated offer page on PreferredHotels.com or voice reservations line. In addition, I Prefer members visiting Japan will now be able to earn 25 I Prefer points per US$1 spent on net room reservations, as well as redeem I Prefer Reward Certificates, at 19 participating Tokyu hotels, four of which are members of Preferred Hotels & Resorts: The Capitol Hotel Tokyu, Cerulean Tower Tokyu Hotel, Kyoto Tokyu Hotel, and Nagoya Tokyu Hotel.

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