Our Program
I Prefer Hotel Rewards is Preferred Hotels & Resorts global loyalty program designed to capture share and increase revenues from corporate and leisure travelers.
I Prefer members are a strong base of highly profitable, loyal guests and influencers who enjoy unique experiences at luxury and lifestyle properties.
Designed to be one of the most effective programs our hotels have at their disposal and leveraging 575 member hotels globally, the I Prefer Program is the industry's largest independent hotel loyalty program.
While this course is only designed to be high-level, it is essential to know our program's success and who will help lead it at the hotel level.
Program Delivery
The I Prefer Hotel Rewards program benefits not only our Members, but our participating hotels.
With almost 5M members and growing, our members collectively had over 500,000 stays with us in 2023. Globally, I Prefer delivered over $476M in revenue to our hotels. It is important to point out that our I Prefer Members, spend more, stay longer and cancel less than non-members. This means these are the guests you want at your hotel.
Members who enroll in I Prefer through a participating hotel front desk direct, an online booking or a website or QR code, are currently finding new hotels through the program and this new incremental revenue for our hotels. On average, a hotels cross-brand stay revenue is about 33%. You’ll want to take note of this important statistics as we’ll review where on your I Prefer scorecard that you can find your hotels percentage.
The success of the program is dependent upon the active engagement of each participating Member property under the leadership of the General Manager and I Prefer Loyalty Ambassador.
Loyalty Ambassadors
The program's success depends upon the active engagement of each participating Member property under the leadership of the General Manager and I Prefer Loyalty Ambassador.
While there is a lot to the operations and delivery of I Prefer, each hotel has a designated I Prefer Ambassador to make the program come to life. Please ensure you know who your I Prefer Loyalty Ambassador is and that the program's expectations are consistently being delivered.
It is imperative that our I Prefer Loyalty Ambassadors understand the program and the value it brings. They play a role in making loyalty a way of life and understand the performance metrics, revenue delivery and the reports and tools we provide to succeed.
We encourage you to complete the individual courses that follow this quick high-level overview.
You will soon see it all ties together from a program perspective and how our hotels play an important part in growth, revenue and member satisfaction.
The I Prefer Loyalty Ambassador should understand:
The I Prefer Hotel Rewards program and its value to the business and our members
The role of the Loyalty Ambassador and the part they play in making loyalty a way of life at the hotel
Performance measures, hotel systems, reports, and tools
Importance of member growth
Enrollments are important to our business and your hotel because I Prefer Hotel Rewards provides the platform for building long-term profitable relationships with our most valuable guests.
It is everyone’s responsibility, regardless of location or role, to promote I Prefer Hotel Rewards.
From our global and national sales force, corporate PHR employees, and Hotel staff, we are all advocates for the I Prefer Program.
For hotels, during each guest interaction, extending I Prefer membership and selling the benefits is a win-win opportunity! Guests are motivated to join the I Prefer Program when they learn how they can personally benefit from it.
Crafting Your I Prefer Enrollment Pitch
When you do not see an I Prefer Member number on the reservations, approach the guest with a compelling enrollment invitation.
You’ll see we’ve laid out a 20-30 second pitch for you, as a best practice, role play with your colleagues so they are confident in their I Prefer delivery and will generate more enrollments.
A great opportunity for capturing new enrollments is those guests that book through an Online Travel Agency. As you are aware, the cost of doing business with OTA’s are high. By targeting these guests to enroll in I Prefer and book direct with your hotel or iprefer.com next time, we can change and influence buyer behavior and they will start earning the benefits of memberships and increase profitability at your hotel.
OPPORTUNITY
“Welcome!
I see that you are not yet an I Prefer Member.”
INTRODUCTION
“I Prefer Hotel Rewards is our guest loyalty program. By enrolling, you will have access to instant benefits at our hotel plus at over 550 hotels worldwide.”
BENEFITS
“If you enroll now, I can provide you with:
- Free internet
- A room upgrade*
- Late check-out*”