Hotel membership association Preferred Hotels and Resorts has announced ‘aggressive’ plans to add more Australian properties to its portfolio.
The organisation sees opportunity with inbound and outbound Australian markets.
“We are committed to adding more partner hotels,” Preferred Hotels and Resorts CEO and president Lindsey Ueberroth said.
Currently the organisation represents The Lyall Hotel and Spa in Melbourne.
Preferred has operated for 49 years and has been family owned for the last 13 years.
“A lot has changed in that time, we have some pretty aggressive plans,” Ueberroth said.
“We are an independent hotelier championing independent hotel experiences,” Ueberroth said.
Preferred provides sales, marketing, distribution and quality assurance to boutique hotels worldwide.
“There’s been a proliferation of new brands in hotel conglomerates. We’ve done the reverse,” Ueberroth said.
Preferred retired four of their brands to become a branded house rather than a house of brands.
Their aim is to thoughtfully expand their portfolio.
“We can’t come back (to Australia) in a year if we don’t have several partners,” Ueberroth said.
Ueberroth said to look out for the announcement of new partners in the coming months.
The group has also launched an app with built in loyalty program, search and book, concierge chat on site, last minute escapes and hotel express payment with AMEX functionality.