Preferred Hotel Group has launched iPrefer, a
points-based consumer loyalty programme.
The programme rewards travelers with
points on qualifying hotel stays that can be exchanged for Reward
Certificates redeemable like cash toward expenditures at hundreds
of participating properties across the Preferred Hotel Group
family of brands.
iPrefer also extends members-only
benefits such as complimentary internet during every hotel
experience.
“The new structure of iPrefer extends the
undeniable value of frequent stay programmes to independent hotels
worldwide, allowing them to better compete with hard brands by
incentivizing travelers with points, status, and a flexible
redemption process,” said Lindsey Ueberroth, President of
Preferred Hotel Group. “iPrefer is a game changer. For the first
time, one-of-a-kind hotels can maintain their independence and
reap the benefits of a points-fueled global loyalty programme.”
Effective immediately, iPrefer members will receive one point
for every US$1 dollar spent on net room reservations at participating hotels booked through eligible channels, which
include iPrefer.com, Preferred Hotel Group distribution channels,
GDS, and hotel direct.
Upon check-in, participating hotels will
also extend a variety of complimentary benefits to iPrefer members
based on their tier status, which is determined by points earned
during a 12-month period:
Silver (0-4,999
points): Points for eligible bookings, complimentary internet,
priority early check-in and late check-out
Gold
(5,000-14,999 points): All benefits of Silver membership plus a
welcome amenity and an upgrade based on availability
Platinum (15,000+ points): All benefits of Gold membership plus 10
percent bonus points earnings
iPrefer members will
exchange their points for Reward Certificates in USD, EUR, or GBP
currencies. Participating hotels will accept the Reward
Certificates as currency for room reservations and can elect to
permit them as payment toward other on-property expenditures such
as food and beverage and spa. Reward certificates never expire and
are transferable.
“iPrefer was designed to build a
framework for long-term loyalty to the Preferred Hotel Group
family of brands and reward both our hotels and guests with a
simple, flexible model,” added Ueberroth. “By allowing members
to choose how they spend their Reward Certificates, the program
will drive incremental revenue and increase direct bookings for
participating hotels, without bringing down the room rate.”
The new iPrefer program will have a 24/7 Help Desk to support
participating hotels and guests.
Since 2006, more
than 1.3 million members have signed up for iPrefer. Over the next
several months, Preferred Hotel Group will unveil new iPrefer
marketing initiatives ranging from social media sweepstakes to
“double points days” designed to drive new member enrollment and
re-engage inactive guests.
“Our goal is to reach two million
members within the first year,” said Ueberroth.
Preferred
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