Independent hotel brand Preferred Hotels & Resorts launched its new website. The company’s updated online presence will put visuals first, provide member hotels with new merchandising opportunities on the homepage and introduce new filters such as travel theme and luxury level to its search function.
Preferred Hotels and Resorts’ new site will highlight each member hotel through large-scale, vibrant photography and lively, expanded property guides. Additionally, these hotels can choose from a variety of new merchandising opportunities to target visitors on the site’s enhanced homepage. On each hotel’s page, visitors will be able to scroll through a real-time feed of TripAdvisor consumer reviews.
The site’s search function has received an upgrade, with additional filters such as travel theme, destination, type of property and level of luxury. The new website will also be fully-responsive, allowing the site’s structure to translate seamlessly between mobile devices, tablets and desktop computers.
“Like a great iceberg, it is what cannot be seen that will become the powerhouse of Preferred’s digital strategy going forward,” said Preferred’s chief marketing officer Kristie Goshow. “As we continue to grow both our hotel destinations and consumer audiences, our investment in progressive technology is critical to the scalability of our digital efforts.”
With the site’s redesign, the brand’s point-based loyalty program, I Prefer Hotel Rewards, will remain front and center. Icons highlighting the benefits of membership will show up on every page next to exclusive member rates.