The Preferred Hotel Group has relaunched its iPrefer loyalty scheme, allowing guests to collect points when staying at some of its independent hotels.
The iPrefer scheme was previously tier-based, but members can now accumulate points which can then be exchanged for reward certificates.
These are redeemable towards room rates and amenities at around 450 of the 650 strong portfolio of Preferred Hotel Group properties. iPrefer members will also receive benefits such as complimentary internet access.
Lindsey Ueberroth, president of Preferred Hotel Group, believes the move will help independent hotels compete with the big brand hotel groups "by incentivising travellers with points, status, and a flexible redemption process".
She added: "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-fuelled global loyalty program."
Members will receive one point per dollar spent on room reservations at participating hotels when booked through eligible channels, which include iPrefer.com, Preferred Hotel Group distribution channels, GDS, and direct booking with the hotels.
The scheme has three tiers, each with its own benefits:
- Silver tier status is achieved by earning up to 4,999 points over a 12-month period. Silver members receive complimentary internet access, priority early check-in and late check-out
- Gold status is achieved by earning between 5,000 and 14,999 points. Gold members receive additional benefits of a welcome amenity and space available upgrades
- The top Platinum tier is achieved by earning over 15,000 points, with these members gaining a ten per cent bonus on all point earnings.
Participating hotels will accept the reward certificates as currency for room reservations and can choose to permit them as payment towards other amenities, such as food and beverage and spa. Reward certificates never expire and are transferable.
Reward certificates come in four denominations — US$50, which requires 2,500 points, $100 (5,000 points), $250 (12,500) and $500 (25,000) — and are sent electronically.
Members will have access to a 24/7 help line.
Scott Carey
