Preferred Hotel Group’s new points-based consumer loyalty program – iPrefer – carries with it lofty goals and expectations, according to Preferred Hotel Group President Lindsey Ueberroth.
Ueberroth told Loyalty 360 that Preferred Hotel Group expects iPrefer – touted as the first points-based consumer loyalty program of its kind for a global collection of independent hotels – to achieve 100% hotel participation within the first 12 months. She said that more than 450 hotels are participating in iPrefer out of the Preferred Hotel Group portfolio of more than 650 hotels in more than 85 countries.
Second, Ueberroth wants to see the iPrefer membership base increase to 2 million by this time next year and increase consumer loyalty to its family of brands.
Third, Ueberroth said she wants the presence of a points-based loyalty program to enhance brand development.
“By adding the new iPrefer to our portfolio of products and services, we are able to compete with the chains and offer a viable alternative to hotel owners who previously may not have considered going independent with Preferred Hotel Group as its partner without access to a loyalty program,” Ueberroth said.
The iPrefer Guest Benefit Program originally launched in 2006 as a soft benefits program, but the new iPrefer is a completely different program with a unique platform and system, Ueberroth explained.
The new iPrefer loyalty program 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 members will receive one point for every 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. 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 can 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.
Ueberroth explained what factors prompted the launch of iPrefer.
“The conversation regarding the prospect of launching a points-based loyalty program has been ongoing with our hotel partners since my family bought Preferred Hotel Group nearly 10 years ago,” she said. “The competition has changed and consumers, especially corporate travelers, have gotten used to receiving points and status for their travel purchases. Evolution of the program was critical to the success of our brand and our member hotels. We are confident that the program will bring incremental business to participating hotels.”
Customer feedback was crucial in developing iPrefer.
“During the research process, we found that our customers wanted points, status, and VIP amenities,” Ueberroth said. “This insight inspired us to design a program that could provide all of these benefits, while remaining complimentary to travelers and advantageous to participating hotels. The new tiered status structure is a big draw to leisure guests, while our corporate travelers really appreciate the new points system and quick redemption process of the Reward Certificates.”
Ueberroth said loyalty programs have become a necessity – “no longer a nicety.” She believes that recognition and rewards truly influence consumers’ buying behavior in today’s society.
“With so many options out there, however, people are looking for a trusted source that offers both a loyalty program with great rewards and a product or service that is of excellent quality,” she said. “For example, people are not going to be swayed to stay at a hotel that does not meet their expectations just for the opportunity to earn points. Our member hotels are among the finest in the world and always deliver an outstanding experience. By extending them the option to participate in iPrefer, we are helping them influence the buying decisions of their current and potential guests with the appeal of points, recognition, and rewards in addition to an exceptional product. As large as our portfolio is, our goal is to always serve as a trusted source, offering travelers the best of both worlds.”