Preferred Hotels & Resorts is announcing the launch of I Prefer Alliance, a new loyalty platform that allows independent hotels and regional hotel brands to extend full benefits of I Prefer Hotel Rewards to members of their guest benefit programs. Featuring a point exchange structure, I Prefer Alliance allows partner hotels to incentivize their respective loyalty members by extending access to more than 650 additional destinations across 85 countries where they can earn and redeem points, while receiving other benefits during every eligible stay. Preferred Hotels & Resorts debuts I Prefer Alliance with Tokyu Hotels—one of Japan’s leading hotel groups, with 44 properties across the country and more than 700,000 Tokyu Comfort Members—as its inaugural partner.
Introduced as a points-based model by Preferred Hotels & Resorts in August 2013, the company says I Prefer is the world’s largest global points-based loyalty program for independent hotels. As of January 2019, more than three million members have enrolled in I Prefer to take advantage of its benefits, which include points that can be exchanged for cash-value I Prefer Reward Certificates, as well as elite status and additional benefits such as priority early check-in/late check-out, room upgrade based on availability, and complimentary Internet upon every eligible stay at more than 650 participating properties worldwide. In 2018, the program produced a 24 percent increase in reservations revenue and a 31 percent increase in stays to participating hotels, as compared to 2017.
Through I Prefer Alliance, partners can extend the full benefits of I Prefer Hotel Rewards to members of their respective programs upon every eligible stay. The points exchange structure for each I Prefer Alliance partnership will be unique to the structure of each individual partner’s program.
Effective immediately through Tokyu Hotels’ affiliation with I Prefer Alliance, all Tokyu Comfort Members will receive two Comfort Points for every $1 spent on net room reservations when they book any hotel outside Japan through a dedicated offer page on PreferredHotels.com or voice reservations line. In addition, I Prefer members visiting Japan will now be able to earn 25 I Prefer points per $1 spent on net room reservations, as well as redeem I Prefer Reward Certificates, at 19 participating Tokyu hotels, four of which are members of Preferred Hotels & Resorts: The Capitol Hotel Tokyu, Cerulean Tower Tokyu Hotel, Kyoto Tokyu Hotel, and Nagoya Tokyu Hotel.