Preferred Hotels & Resorts’ parent company refreshes branding
The group is the parent company of independent hotel brands, Preferred Hotels & Resortssustainable hotel brand Beyond Green, and travel and tourism consultancy brand, PTG Consulting, among others.
Wider influence
The change to Preferred’s corporate identity is designed to more accurately describe the company’s growing suite of services and expertise, which to date includes six hospitality, travel and sustainability brands, marking the company’s evolution beyond hotels and a growing influence within the wider travel industry.
Preferred Travel Group currently counts four hotel brands, Preferred Hotels & Resorts, Beyond Green, Historic Hotels of America, and Historic Hotels Worldwide; and two consultancy brands, PTG Consulting and Beyond Green Travel, specializing in destination and hospitality brand representation and sustainable travel services respectively.
Name clarification
The group’s CEO, Lindsey Ueberroth, commented: “Our company’s repositioning comes at a time when enthusiasm for the possibilities of travel is at an all-time high. As we look ahead to 2023 and beyond, the simple inclusion of ‘travel’ in our name clarifies what we do and the solutions we provide to both travelers and travel professionals.
“It is a great honor to be the partner of choice for more than 1,100 one-of-a-kind hotels and an expanding portfolio of global destinations. Our new name represents just how far the Preferred brand has come since it was established by a small group of like-minded hoteliers 55 years ago.”
Forthcoming for Preferred
Upcoming additions for Preferred Hotels & Resorts include sly Berlin, imminently bringing 150 keys to the German capital. The hotel is housed in four modernized buildings, which are connected by courtyards and a greenhouse with an area of 220 sq m.
Plus The BoTree will land in London, UK, in July 2023. In addition to 199 guest rooms, including 29 suites, the new build will offer dedicated hosts on each floor and open plan rooms with sliding panel doors for guests to customize spaces. Other features include a rooftop restaurant and bar with city views, a private screening room, and a live music and entertainment venue with capacity for 450 guests.