Preferred Hotel Group
Preferred Hotels & Resorts is a global soft-brand and representation company for 500+ independent luxury hotels, offering distribution, marketing, quality certification, and the I Prefer loyalty program to member properties and travelers worldwide.
- Company typePrivate
- Founded1970
- HeadquartersChicago, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Preferred Hotel Group does
Preferred Hotels & Resorts, operating under the parent Preferred Travel Group, is a global representation and soft-brand company for independent luxury hotels and resorts, founded in 1970 and headquartered in Newport Beach, California. The company curates a portfolio of more than 500 independent luxury properties organized into four collections (Legend, L.V.X., Lifestyle, and Preferred Residences), supplemented by vertical programs including Preferred Family, Preferred Pride, Preferred Pets, Preferred Golf, Spa & Wellness, Food & Drink, Weddings & Celebrations, All-Inclusive, Mountain Getaways, Beach & Islands, and Art & Culture. Member hotels are held to Preferred Standards of Excellence, verified through annual anonymous third-party inspections.
The platform technology includes a consumer-facing booking website (preferredhotels.com), a dedicated B2B travel advisor portal (ta.preferredhotels.com), GDS distribution under chain codes PH and PV, the I Prefer Hotel Rewards loyalty program accessible via a separate domain (iprefer.com), and content assets including the Preferred Travel Magazine and Where Next blog. A mobile app exists for loyalty members.
The business model is dual-track: recurring membership/subscription fees paid by member hotels for inclusion in the brand and access to distribution, marketing, and quality certification, plus transaction commissions on bookings generated through Preferred's direct website and B2B channels. GTM is hybrid — direct-to-consumer for end travelers and channel-partner-led through travel advisors and GDS for the majority of luxury bookings — supported by dedicated corporate, group, and leisure sales teams. Key strategic partners include American Express, Visa, Mastercard, AARP, SIXT, and the sustainability partner NOW. The company is privately held with no disclosed institutional investors or funding rounds.
Preferred Hotel Group firmographics
Firmographics- Name
- Preferred Hotel Group
- Legal name
- Preferred Travel Group
- Website
- https://preferredhotels.com
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Preferred Hotels & Resorts is a global soft-brand and representation company for 500+ independent luxury hotels, offering distribution, marketing, quality certification, and the I Prefer loyalty program to member properties and travelers worldwide.
- Ownership category
- akta.pro rank
Preferred Hotel Group industry classification
Industry- Product category
- Luxury hotel representation
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Hotels (except Casino Hotels) and Motels (721110), Traveler Accommodation (7211)
- SIC
- Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Luxury Boutique & Lifestyle Resorts (THAGACAO)
- akta.pro secondary industry
- Travel Subscription, Membership & Deal Clubs (THAKAAAL)
Keywords
Where Preferred Hotel Group is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Preferred Hotel Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Membership/Subscription Fees from Hotel Properties: Independent hotels and resorts pay membership fees to be part of the Preferred Hotels & Resorts brand, gaining access to the global marketing platform, GDS distribution, loyalty program, and quality certification through Preferred Standards of Excellence.
- Transaction/Booking Commissions: Preferred Hotels & Resorts earns commissions on bookings made through its platform, whether directly through preferredhotels.com or via the GDS system used by travel advisors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | I Prefer Member Rates - Exclusive loyalty pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Preferred Hotel Group product offering
Product offeringCore offering
Preferred Hotels & Resorts is a membership-based representation and distribution organization that markets, distributes, and provides quality assurance for a curated global portfolio of independent luxury hotels and resorts. Independent properties pay membership fees to access centralized global distribution (GDS, travel advisor portal, direct booking website), are organized into tiered collections (Legend, L.V.X., Lifestyle, Preferred Residences), are validated against Preferred Standards of Excellence via annual third-party inspections, and benefit from the I Prefer Hotel Rewards loyalty program. End consumers book through preferredhotels.com or via travel advisors using GDS chain codes PH/PV, with the company earning commissions on those bookings.
Product overview
Preferred Hotels & Resorts operates as a hospitality brand representing the finest global portfolio of independent hotels and resorts. The offering is organized around five distinctive collections (Legend, L.V.X., Lifestyle, and Preferred Residences) that allow travelers to curate their own luxury experiences. The core platform is supported by the I Prefer Hotel Rewards loyalty program. Beyond accommodations, the brand extends its reach through specialized programs including Preferred Family (family-focused hotels), Preferred Pride (LGBTQI+ welcoming hotels), Preferred Pets (pet-friendly hotels), Preferred Golf (golf resorts), Spa & Wellness, Food & Drink, Weddings & Celebrations, All-Inclusive, Mountain Getaways, Beach & Islands, and Art & Culture. The company also operates a B2B Travel Advisor Portal for travel professionals, a Preferred Travel Magazine content platform, a Where Next blog for travel inspiration, and the GIFTTS philanthropy initiative. Member hotels are held to Preferred Standards of Excellence verified through annual third-party inspections.
Differentiator
Problem solved
Functional benefit
Brands
- I Prefer Hotel Rewards: The company's loyalty rewards program for frequent travelers offering exclusive member rates, bonus points, and personalized benefits at participating hotels worldwide.
- Legend Collection
- L.V.X. Collection
- Lifestyle Collection
- Preferred Residences
- Preferred Family
- Preferred Pride
- Preferred Pets
- Preferred Golf
- Preferred Spa & Wellness
- Preferred Food & Drink
- Preferred Weddings & Celebrations
- Beyond Green
- GIFTTS
Products and services
- Preferred Hotels & Resorts (Core Brand) Global portfolio brand of independent luxury hotels and resorts organized into four tiered collections (Legend, L.V.X., Lifestyle, Preferred Residences), offering travelers worldwide access to verified luxury independent accommodations, supported by the I Prefer Hotel Rewards loyalty program and Preferred Standards of Excellence quality certification.
- Legend Collection Top-tier luxury collection of extraordinary properties at the world's most remarkable destinations, offering personalized service, renowned dining, exquisite accommodations, spectacular spas, and legendary experiences.
- L.V.X. Collection Upscale luxury collection of unique hotels in desirable destinations offering sophisticated style, exclusive service, choice accommodations, exceptional dining and spas, and outstanding amenities.
- Lifestyle Collection Collection of engaging properties offering approachable luxury, chic style, and local flair, with stylish accommodations, diverse dining, friendly service, and upscale amenities such as pools and fitness centers.
- Preferred Residences Collection of apartments, studios, villas, cottages, and bungalows offering kitchens, separate living spaces, and 24/7 hotel services for residential-style longer stays, family holidays, and group get-togethers.
- I Prefer Hotel Rewards Loyalty program allowing members to earn points on stays at participating Preferred Hotels & Resorts properties, access exclusive member-only rates, and receive personalized offers and complimentary amenities.
- Preferred Family Program recognizing hotels and resorts that deliver age-appropriate amenities, family-focused activities, and authentic cultural experiences, with adjoining guestrooms, family suites, or residential accommodations.
- Preferred Pride Program celebrating LGBTQI+ welcoming hotels with the Preferred Pride rate offering a $50 hotel credit and welcome amenity, celebrating 15 years of authentic inclusion in luxury travel.
- Preferred Pets Program for pet-friendly hotels offering custom beds, water bowls, toys, doggie in-room dining menus, and pet-pampering spa treatments and grooming services.
- Preferred Golf Collection of more than 40 famed golf resorts worldwide, including The Lodge at Pebble Beach and Old Course Hotel Resort & Spa in Scotland, offering exceptional travel benefits paired with world-class golf.
- Preferred Spa & Wellness Hotels and resorts specializing in rejuvenating body, mind, and soul treatments, with locations drawing on local materials and techniques for signature wellness experiences.
- Preferred Food & Drink Culinary destinations featuring wine and chocolate pairings, cooking classes, specialty cocktails in historic wine cellars, and diverse high-quality dining experiences.
- Preferred Weddings & Celebrations Destinations committed to delivering fine service, amenities, and accommodations for weddings and special events.
- Preferred Mountain Getaways Ski and mountain properties offering miles of ski passes, access to crystal-clear rivers and lakes, spectacular scenery, and slope-side accommodations for year-round outdoor activities.
- Preferred All-Inclusive All-inclusive destination vacations featuring free-flowing food and drinks, abundant activities, elevated amenities, beachside retreats, gourmet dining, and included experiences.
- Preferred Beach & Islands Beach and island resorts around the world offering peaceful escapes or vibrant experiences suitable for family time, romance, or solo travel.
- Preferred Art & Culture Properties specializing in arts and culture experiences, including hotels with their own art collections, locations near UNESCO World Heritage Sites, and properties steps from iconic landmarks.
- Travel Advisor Portal Dedicated B2B portal at ta.preferredhotels.com allowing travel advisors and travel professionals to access hotel listings, advisor-only offers, booking capabilities, professional newsletters, and resources using GDS chain code PH or master code PV.
- Preferred Travel Magazine Digital and print publication offering travel inspiration, destination guides, itineraries, food & drink content, and travel tips for Preferred Hotels & Resorts guests and travel advisors.
- Where Next Blog Travel inspiration blog offering content, advice, stories, spotlight features, food & drink articles, things-to-do guides, travel guides, and publications for travelers.
- GIFTTS Great Initiatives for Today's (Tomorrow's) Society — philanthropy program recognizing exceptional initiatives by member hotels and employees in community, sustainability, and humanitarian aid efforts.
- Beyond Green Sustainable travel brand and program offering eco-friendly accommodations aligned with the NOW Partnership and EarthCheck certification, with a Track & Book tool to identify sustainable member hotels.
Quantifiable outcome
- 50+ years of operation establishing brand trust and industry relationships
Companies that use Preferred Hotel Group
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles3 records
Preferred Hotel Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Preferred Hotel Group partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- American ExpresscorePartnership providing exclusive benefits for American Express cardholders booking Preferred Hotels & Resorts properties. I Prefer members may receive additional perks when using American Express cards.
- VisacorePartnership offering exclusive benefits and discounts for Visa cardholders staying at Preferred Hotels & Resorts properties.
- MastercardcorePartnership providing exclusive benefits for Mastercard holders booking through Preferred Hotels & Resorts.
- AARPminorPartnership offering exclusive benefits and discounts for AARP members booking Preferred Hotels & Resorts properties.
- SIXTminorCar rental partnership where I Prefer members earn 5,000 bonus points with every rental and benefit from up to 15% discount with the SIXT Card Match program.
- NOW (sustainability partner)corePartnership with NOW providing access to EarthCheck-accredited sustainability program and certifications. The NOW Track & Book tool helps identify Preferred member hotels as sustainable properties, supporting eco-conscious travelers in making environmentally responsible booking decisions.
Scale indicators2 records
Recent moves4 records
Expansion highlights5 records
Preferred Hotel Group competitors and assessment
Company assessmentOthers
- Virtuoso: A leading luxury travel advisor network that curates preferred hotel partners and provides commission structures to travel advisors. Adjacent ecosystem player since Preferred Hotels competes for placement within Virtuoso's hotel portfolio.
- American Express Fine Hotels & Resorts: A curated luxury hotel program offering Card benefits at premium properties; partner rather than pure competitor, since Preferred has a cardholder partnership with Amex. Represents an adjacent curated distribution channel for luxury travelers.
Emerging players
- Design Hotels: A curated collection of design-led independent hotels, now part of Marriott Bonvoy. Competes with Preferred's Lifestyle and Legend collections for design-focused independent luxury properties.
- Aman Group: An operator of ultra-luxury independent resorts and residences; while typically standalone, Aman competes for the same high-net-worth traveler segment Preferred targets and represents the asset-heavy alternative to Preferred's asset-light representation model.
- Mr & Mrs Smith: A curated booking platform for boutique and luxury independent hotels with a membership/loyalty model. Now owned by Hyatt, it represents a digitally native challenger that overlaps with Preferred's Lifestyle collection positioning.
Direct peers
- Leading Hotels of the World: The closest direct competitor; both operate as global representation companies curating portfolios of independent luxury hotels with rigorous quality standards, GDS distribution, and loyalty programs. They directly compete for the same member hotels and traveler segments.
- Small Luxury Hotels of the World (SLH): Direct competitor in the independent luxury hotel representation space with a global portfolio, quality inspection program (SLH Quality Assessment), and its own loyalty program (SLH Club). Competes head-to-head for member properties and traveler mindshare.
- Relais & Châteaux: Direct peer representing a global collection of independent luxury hotels and gourmet restaurants, particularly strong in Europe, with quality standards and a Passport loyalty program. Overlaps significantly with Preferred's L.V.X. and Lifestyle collections.
Broad incumbents
- Hilton LXR Hotels & Resorts: Hilton's curated collection of independent luxury hotels, offering Hilton Honors integration and global distribution. Competes directly for independent luxury hotel representation mandates.
- Marriott Luxury Collection: A major chain-affiliated soft brand for independent luxury hotels, offering members access to Marriott Bonvoy's 200M+ loyalty base and global distribution. Increasingly competitive threat to independent representations like Preferred.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Preferred Hotel Group social profiles
Digital presencePreferred Hotel Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Preferred Hotel Group leadership team
Management profileNumber of profiles
Profiles2 records
Preferred Hotel Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Preferred Hotel Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Preferred Hotel Group
What does Preferred Hotel Group do?
Preferred Hotels & Resorts is a membership-based representation and distribution organization that markets, distributes, and provides quality assurance for a curated global portfolio of independent luxury hotels and resorts. Independent properties pay membership fees to access centralized global distribution (GDS, travel advisor portal, direct booking website), are organized into tiered collections (Legend, L.V.X., Lifestyle, Preferred Residences), are validated against Preferred Standards of Excellence via annual third-party inspections, and benefit from the I Prefer Hotel Rewards loyalty program. End consumers book through preferredhotels.com or via travel advisors using GDS chain codes PH/PV, with the company earning commissions on those bookings.
Is Preferred Hotel Group a public or private company?
Preferred Hotel Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Preferred Hotel Group founded?
Preferred Hotel Group was founded in 1970. It employs 251 to 500 people.
Where is Preferred Hotel Group based?
Preferred Hotel Group is headquartered in Chicago, United States, in the North America region.
How does Preferred Hotel Group make money?
Two revenue lines are on record. Membership/Subscription Fees from Hotel Properties are the primary driver. The others are transaction/Booking Commissions.
Who are Preferred Hotel Group's main competitors?
Others on record are Virtuoso and American Express Fine Hotels & Resorts. Emerging players are Design Hotels, Aman Group and Mr & Mrs Smith. Direct peers are Leading Hotels of the World, Small Luxury Hotels of the World (SLH) and Relais & Châteaux. Broad incumbents are Hilton LXR Hotels & Resorts and Marriott Luxury Collection.
Does Preferred Hotel Group have an API?
No public API is recorded for Preferred Hotel Group.
What industry is Preferred Hotel Group in?
Preferred Hotel Group's product category is Luxury hotel representation. Its primary akta.pro industry code is THAGACAO, Luxury Boutique & Lifestyle Resorts, with a secondary code of THAKAAAL, Travel Subscription, Membership & Deal Clubs. Its NAICS code is 72111 and its SIC code is 7011.