Preferred Hotels is celebrating its 50th anniversary this year. What explains this longevity?
Lindsey Ueberroth - We are focusing on the independent hotels luxury hotels, unlike the big chains. We have therefore become experts in identifying what a truly exceptional hotel is, with service that is often family-oriented and highly personalised. Travellers now have access to a wealth of information through social networks and forums, and are more naturally looking for these hotels, which I would say are more 'interesting', more in touch with local life. If you're away from home a lot, you want to be treated as if you were at home. But if you're away from your family for a long time, you also appreciate the benefits of a loyalty programme. That's one of the reasons why we launched the iPrefer programme. The big groups have huge programmes, so it was important to have a loyalty programme to stay competitive.
How do you see the competition from the big hotel groups with their 'light' brands?
L. U. - The fact that the major groups are joining this movement validates, in a way, what we've been doing for 50 years. We're in line with what travellers want. What's more, I've noticed that more hotel owners and managers want to remain independent than in the past. So yes, the competition is more intense, but our collections have grown by 10 % in recent years, particularly by taking in hotels that were formerly part of large groups.
Today, we have a master brand, Preferred Hotels & Resorts, with a very long heritage, and five collections that correspond to different approaches to luxury: lifestyle, casual, classic, high-tech or long stays.
Is your recent repositioning bearing fruit?
L. U. - It has been a success, hoteliers are happy, and everything is clearer for travellers. The proliferation of brands is a source of confusion for travellers. Try naming all the brands within the Marriott group... It's impossible. Today, we have one master brand, Preferred Hotels & Resorts, which has a very long heritage, and five collections that correspond to several approaches to luxury: lifestyle, casual, classic, high-tech or long stays. Travellers can find an answer to their needs depending on how they envisage their trip.
Can you name a few emblematic hotels from each of these collections?
L. U. - For the Legend collection, I would mention the Dominick in New York, the Fullerton Bay Hotel in Singapore, the Opposite House in Beijing and the Beaumont in London. Also in the UK capital, the Royal Lancaster is very representative of our LVX collection, as are the Regina Louvre in Paris and the Monument Hotel in Barcelona. The Hari, again in London, is one of our top lifestyle hotels, along with the EAST in Hong Kong and the Ambassador in Chicago. In an equally contemporary style, the Mayfair in London, Claridge in Madrid, Royal Park Hotel The Shiodome in Tokyo and Shila Stay Gwanghwamun in Seoul are emblematic of the Connect collection. Finally, in terms of Preferred Residences, I would mention the Montage in Beverly Hills, AKA Marylebone in London and MH Apartments in Barcelona.
What are your growth targets?
L. U. - We have 650 hotels today and I'd like to say 1,000 hotels in 100 countries to give a round figure. But it's not a question of numbers, it's more a question of finding the right hotel in the right market. And there are so many opportunities for development, particularly in cities and countries where we are poorly represented, whether in Africa, Asia Pacific or Europe. That said, if I look at the growth in our offer over the last few years, we could very well reach the figure of 1,000 hotels in ten years' time.
