Preferred Hotels & Resorts Celebrates Second Annual Independent Hotel Day

As Hoteliers Weigh Next Steps, World’s Largest Independent Hotel Brand Releases Whitepaper Charting the Irrefutable Strength of the Independent Model

NEWPORT BEACH, CALIFORNIA – October 20, 2020: Preferred Hotels & Resorts declared today the second annual Independent Hotel Day to foster an unwavering rallying cry for independent hotels globally. As part of this year’s celebration, Preferred, in partnership with its sister division, PHG Consulting, have released a whitepaper outlining how independent hotels represented within its brand portfolio significantly outperform those affiliated with a major chain – both in banner years and times of crisis – and debuted a video encouraging hotels around the world to choose freedom on their terms by going (or staying) independent.  

“The hotel industry was born out of the independent spirit and belief in the power of travel. Every day, including Independent Hotel Day, we encourage hoteliers to be true to themselves by charting their own path as they pursue success, recognizing that the quest for independence is an innately human need,” said Lindsey Ueberroth, CEO of Preferred Hotels & Resorts. “Backed by irrefutable data that highlights their superior performance in addition to demographic and psychographic shifts showing how travelers favor independent experiences over generic offerings, now is the time for independent hotels to enjoy the spotlight and get the recognition they have worked so hard to deserve.”   

Today’s release of Preferred’s latest whitepaper, entitled “Independent vs. Brand Hotel Performance in Sickness and Health,” adds fuel to recent dialogue about hoteliers’ branding options by correcting claims made recently by the franchise brands that they are the more valuable option for hotel owners and operators. Utilizing STR and HVS data, the report highlights that independent hotels in the upper upscale and luxury markets have consistently outperformed those affiliated with franchise brands in both RevPAR penetration growth and ADR over the past 10 years – during the ups like 2019 and the downs like 2009. The study further shows that independents affiliated with Preferred have outpaced the franchises during the height of the global COVID-19 pandemic (March to August 2020), leading by nearly 10% in terms of occupancy, achieving a premium of US$1.50-US$20 in ADR, and outperforming in terms of RevPAR Premium at a rate of 187% – while paying annual fees that are less than 88% of franchise obligations.  

To further messaging within the whitepaper and Independent Hotel Day video, Preferred is also encouraging hoteliers, travelers, and the travel trade alike to declare why they choose the independent hotel experience over the generic chain options by posting to their social media channels using #IndependentHotelDay throughout the day. In addition, Preferred has officially opened up voting for its 2020 Members’ Choice Awards, inviting its 3.5 million I Prefer Members to cast their ballot for their favorite independent hotels within the Preferred Hotels & Resorts portfolio ahead of the winners being announced this December.  

Since January 1, 2020, Preferred Hotels & Resorts has welcomed more than 40 independent luxury hotels and resorts to its global portfolio, highlighting its position as the favored champion for properties choosing the independent route. Recent additions include iconic independent destinations such as The Lowry in Manchester, England,  Biltmore Hotel in Coral Gables, Florida, and Live Aqua Private Residences Los Cabos in Cabo del Sol, Mexico, and new and upcoming launches such as Park Centraal Amsterdam in the Netherlands, The Wall Street Hotel in New York, and Middle Eight in London’s Covent Garden.  

Visit PreferredHotels.com/Freedom to download a full copy of the whitepaper – which was co-authored by Jonathan Newbury, Executive Vice President of Preferred Hotels & Resorts, and Kathleen Cullen, Senior Vice President of PHG Consulting – and learn more about the brand’s global platform for supporting independent hotels. Hotels looking to explore freedom on their own terms are encouraged to contact the Preferred team at Freedom@preferredhotels.com. 

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About Preferred Hotels & Resorts    

Preferred Hotels & Resorts is the world’s largest independent hotel brand, representing more than 750 distinctive hotels, resorts, residences, and unique hotel groups across 85 countries. Through its five global collections, Preferred Hotels & Resorts connects discerning travelers to the singular luxury hospitality experience that meets their life and style preferences for each occasion. Every property within the portfolio maintains the high-quality standards and unparalleled service levels required by the Preferred Hotels & Resorts Integrated Quality Assurance Program. The I Prefer™ Hotel Rewards program, Preferred Residences℠, Preferred Pride℠, and Preferred Golf™ offer valuable benefits for travelers seeking a unique experience. For more information, visit www.PreferredHotels.com.      

About PHG Consulting  

PHG Consulting is a full-service sales, marketing, and consulting agency that provides a vast portfolio of creative, integrated solutions for the travel, tourism, and hospitality industries. Backed by more than 50 years of experience and a global team of seasoned travel industry experts based across 20 countries, PHG Consulting creates added value for destinations, tourism bureaus, hospitality companies, and independent hotels through a tailored collection of strategic and tangible services that are proven to drive awareness, enhance revenue bottom-line efficiency, and fuel profitability. To learn more, visit PHGConsulting.com. 

Media Contact: 

Caroline Klein 
Chief Communications Officer 
cklein@preferredhotels.com