Preferred Hotel Group rebrands to Preferred Hotels & Resorts
While Preferred Hotel Group was the parent name for a group of five brands, all 650 members of the consortium worldwide will now be represented by one brand name.
However, the properties will be categorised under one of five new collections - Legend, LVX, Lifestyle, Connect and Preferred Residences - to help guide guests in "a more intuitive way" to their choice of hotel.
Each collection is defined by criteria across 10 categories, focusing on experience, service standards, physical facilities, awards and recognition.
Lindsey Ueberroth, president and chief executive of Preferred Hotel Group, said: "In a time when seemingly every hotel company is introducing new brands that target specific demographics, we are doing the opposite by transitioning from a house of brands to a branded house."
Preferred Hotel Group has 21 hotels in the UK including the Beaumont, London (Legend), ME London (LVX), Lancaster London (Lifestyle) and Liner, Liverpool (Connect).
The Preferred brand was originally established in the US in 1968 and acquired by the Ueberroth family 11 years ago.
