‘Boosting positive sentiments for future travel’
In recent months industries across the world, especially hospitality and travel, have witnessed setbacks at various levels due to the COVID-19 pandemic.
This time has also created a significant window of opportunity to evolve, think ahead and recognise that we can be adaptable as well as resilient. I am hopeful that the industry will flourish again, but the interim period is critical from rebuilding and recovery perspectives. Clear and consistent messaging is paramount, and it is also important for hotels to continue to inspire confidence in travellers and work with other key stakeholders, like airlines and government authorities, to effectively represent and promote their destinations.
At Preferred Hotels & Resorts, we have been committed to supporting the world’s finest independent hotels, resorts, residences and unique hotel groups for more than 52 years. As true champions of the independent hotel space, we believe in travel, and inspire a collective passion for experiential travel and extraordinary service with our portfolio of member hotels. We have continued to actively engage with our hotels, partners, and consumers with varied campaigns as well as guided efforts to boost positive sentiments for future travel.
In March, we were one of the first travel brands to announce that benefits linked to our loyalty program I Prefer Hotel Rewards would be protected throughout this pandemic. Since then, we have made a series of valuable updates to the program, extending greater flexibility and value-based offers to more than 3.5 million loyal members globally. Initiatives include the new Flexible Member Rate, which offers access to savings of 10 percent or higher on top of the best available rate for stays booked at more than 300 participating hotels. This new rate is also fully cancellable up until the day of arrival, providing travellers with peace of mind if their plans get disrupted. We also announced an extension of points expiration date for all I Prefer members globally through December 31, 2020, protecting members’ hard-earned loyalty status and points.
Preferred Hotels & Resorts launched the second annual International Pineapple Week 2020 in June. This social-mediadriven campaign celebrated independent hotels around the world, connecting them to a global community of interrupted travellers seeking inspiration for future adventures through the symbolism of the Preferred brand pineapple logo – the universal icon of hospitality. This year’s edition featured the brand’s firstever I Prefer gift card offering, a digital postcard contest, and pineapple-themed activities.
We also launched Loving Local – The Open Road Series in June, a global travel campaign that facilitates highly localized, luxury hotel experiences in 21 regional markets, including India, as consumers prepare to hit the open road for rediscovery of destinations close to home. This offer reassures travellers to enjoy memorable hospitality along with value-rich amenities at more than 200 participating hotels worldwide. It is valid for two nights or more and features daily breakfast for two, a hotel stay
credit, special benefits like car rentals and guided tours from partner brands, and fast track to Elite status for I Prefer Hotel Rewards. We received a resoundingly positive response for the campaign and in response, extended the booking period to September 2, 2020, for stays through December 31, 2020.
Our role has also been to provide our loyal guests with the best advice for safer hotel stays, and to continue to connect with them via our digital channels. We are including each member hotel’s approach to safety across our channels, including our brand website. We want our guests to feel safe when choosing their next independent hotel experience. Further, a global partnership with Bureau Veritas was recently announced to allow our member hotels to have their health and sanitation programs certified by a respected global authority. Since the onset of COVID-19, we have ramped up our client and consumer outreach via social media, building content and sharing targeted offers with #ThePreferredLife community.