Many intrepid travelers make a point to seek out independent hotels, hoping to amplify the authenticity of their experience through a property that captures the true essence and culture of a destination. With this idea in mind, Preferred Hotels & Resorts, under the direction of President & CEO Lindsey Ueberroth, in March announced a sweeping rebranding initiative designed to help consumers better identify and connect with the experiential aspects of a property and provide a more intuitive way to capture how luxury travelers search and shop for their next adventure.
In the company’s words, Preferred is moving from a “house of brands” to a “branded house” with five distinct collections: Legend (which includes such luxury standouts as The Stafford in London and Castello di Casole near Siena, Italy), LVX, Lifestyle, Connect, and Residences. The properties are searchable on the website through their collection classification, which is based on criteria across ten categories including location, awards and recognition, and experiences.
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