Preferred Hotel Group will turn its attention to travel agents and meetings organisers with the launch of a trade-focused loyalty scheme.
Recently launched to its guests, iPrefer offers points and benefits to the guests of its 650-strong network of independent luxury hotels, spread across 85 countries.
Its “stay, earn and burn” model is different from other hotel loyalty schemes because the points earn a gift certificate which can be used towards a hotel stay, or on a variety of other rewards.
“This launch is primarily consumer driven, but phase two will also look at trade and MICE,” marketing director Asia Pacific Peggy Yip said. “We will be talking to travel agents to incentivise them about our iPrefer program.”
More details will be revealed in the coming months.
Meanwhile, the hotel group revealed a strong third quarter with a 26% rise in reservation revenue, and the signing of 42 new hotels. The new additions take Preferred’s total of signings for the year to date to 95.
Forward bookings are also looking positive, up 18% for November and 29% for December.