The first step is to identify I Prefer Members.

The three most common methods are using the pre-arrival email sent to your Loyalty Ambassador, running your Upcoming Member Stay Report on a daily basis, and checking your arrivals against a Profectus search for membership.

Let’s dive a little deeper on each of these:

The I Prefer Pre-Arrival Email

Approximately 3 days prior to a guest arrival, your I Prefer Loyalty Ambassador will receive a pre-arrival email, notifying your team that an I Prefer Member is expected soon on property.

This email includes the scheduled arrival date, the guest's I Prefer member number and tier, and the reservation Confirmation number.

It also reminds you of the benefits entitled to that guest based on their I Prefer membership.  Your Loyalty Ambassador can then use that email to update your reservation system with a note to acknowledge membership upon check-in, as well as communicate with other operational areas of the property to ensure the guest receives their benefits.

The pre-arrival email is one of the best tools available to identify I Prefer Members ahead of time and to set up your operations team for success. Let us know if you are not receiving this communication.

Profectus:  Upcoming Member Stay Report

A second way to identify I Prefer Members is to have your I Prefer Loyalty Ambassador run an Upcoming Member Stay Report within the Profectus system.

You can run this report by arrival date, so you can select a window of arrival dates or one specific day, as your property needs.

The Upcoming Member Stay Report can be a great addition to the pre-arrival email, as it may identify I Prefer Members who have made reservations shorter term, after your pre-arrival email has been sent to your property.

Profectus:  Member Search

A third way to identify I Prefer Members is by searching in Profectus to find their membership information.

This could be a situation where your pre-arrival email indicates the guest is checking in but does not yet have an I Prefer member number.  Or at the Front Desk upon arrival, the guest states they are a member and are entitled to benefits.

Using the Member Search function can provide the needed information to help you excel in service delivery.

Consistency in how you prepare for member arrivals keeps everyone organized and ensures effective benefit delivery to the member guest.

Remember, your I Prefer pre-arrival email gives you a glimpse of arrivals 3 days ahead of time, so you can utilize that information in your property’s process.

Pre-Arrival Checklist/Process

Creating a pre-arrival checklist or process should be a standard part of the how you prepare for member arrivals. It creates consistency in preparing for member arrival, it allows you to handle room upgrades prior to guest arrival when available, and it ensures that Welcome Amenities are ready. You can download a copy of our suggested preparation list from PreferredNet.net.

Regardless of the member tier, there are five standard benefits. This includes points for eligible stays, member rates, early check-in or extended late check-out, room upgrades and complimentary wifi. When availability allows, ensure the members knows they are receiving an upgrade or being extended that late check-out.

As a standard benefit, Gold and Titanium I Prefer Members receive special amenities during their stay.

These amenities/gifts offer your hotel the chance to showcase your independent brand and local specialties.

The amenity must have a high perceived value AND the amenity should be unique to relevant I Prefer Members only and not something available to every guest (remember we are driving loyalty!).

What is great about I Prefer is that you can customize your offerings to your property.  You are not required to give a specific item and your item can change as needed or seasonally.

While your Welcome Amenity can contain a food or beverage item, note that our Titanium I Prefer Members should be presented with a Food & Beverage item in addition to the Welcome Amenity.

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Seamless Sharing of information

Equally as important is a communication plan that allows information received by a team member to be easily shared throughout the property and applicable departments.

It might be guest request items for housekeeping, reservations in your outlets, or special occasions we want to ensure your team recognizes throughout the stay.

These pieces of information are easily lost in the hustle and bustle of our day-to-day work. When missed or forgotten, they have the power to impact the guest's stay in a meaningful way.

Determine what works best for your property, like preparing a welcome letter ahead of time or sharing information with the valet, Front Desk or other departments as it could impact them. Interdepartmental collaboration enhances the possibility of driving loyalty and value for your guest.

Hospitality is a collaborative sport, so be sure your property is set up for success with a strong communication plan.

Once we’ve identified our members and prepared for their arrival, now it is time to deliver on the promise.

This means recognizing their I Prefer Member status, rewarding their loyalty to the program, and differentiating the experience.

What does that mean?

• Recognizing Member Status
• Rewarding Loyalty
• Differentiating the I Prefer Experience

1. Recognition

• Status recognition verbiage

First, we always want to recognize the guest’s membership level with the I Prefer program.

It starts by simply ensuring the required I Prefer signage welcomes your guest at the Front Desk.  The welcome should continue verbally within the arrival process and can be as simple as “Welcome Ms. Jones, thank you for being a Gold I Prefer Member.”

As a reminder, as part of our IQA process, the standard is to thank the member and state their tier name.

• Welcome letter or handwritten note

If you choose to have the Welcome Amenity pre-placed in their room for arrival, you can include a General Manager or Loyalty Ambassador welcome note with that amenity.

While occupancy might not always allow it, pre-delivered amenities always present a nice "wow" factor.  Another option is to handwrite the welcome note versus a typed-out template letter.

Set your team and property apart!

• Sincerely thank them for their business

Expressing sincere thanks to loyalty members is not just a formality; it's a strategic practice that positively impacts customer relationships, loyalty, and overall business success.

It creates a positive feedback loop, reinforcing customer satisfaction and encouraging ongoing support.

2. Rewarding Loyalty

• Deliver promptly on tier benefits

Be sure to deliver promptly on benefits the I Prefer Member is entitled to, based on their member tier.

With upgrades, let them know they are getting upgraded and why.

If you are not able to upgrade them, provide an apology that the upgrade is currently unavailable so they know you are aware of the benefit.

• Know your guest

Remember when it comes to loyalty and our I Prefer program, while we have guidelines in place, you should always take your specific guest into consideration.

Are they a frequent guest at your hotel and you know they don’t drink alcohol, but your F&B amenity is a free cocktail in the lounge?  What is a worthwhile alternative?  What would be impactful for that guest?

• Be knowledgeable

Ensuring the guest receives the benefits entitled to them is key to driving loyalty.

Be sure you are knowledgeable on the I Prefer program, point redemption information, and frequently asked questions so you ensure you are keeping the promise we make to our guests.

3. Differentiating the I Prefer Experience

• Connect emotionally and personalize the experience
• Read the cues
• Property engagement

One last note when it comes to delivering on the I Prefer promise - differentiating the I Prefer experience.

To create that emotional connection with members and personalize their experience, you have to read the cues they are sending you.

Different members are looking for different experiences and you may have to think beyond the typical “yes or no” answer to deliver that level of service.

That also means it can’t be a program that lives only at the Front Desk.  All departments need to engage in creating I Prefer member loyalty for the hotel.

Closing

In this module we have discussed ways to welcome I Prefer Members to your hotel.  Start by identifying members set to arrive at the hotel, prepare for their arrival, and ensure you are set up for success in delivering on the I Prefer promise that’s been made.

Thank you for spending time with us and for your continued efforts with your guests, our I Prefer Members.

Our Positioning

I Prefer celebrates the independent spirit of our travelers, unlocking a world of distinctive and authentic hotel experiences in destinations both familiar and yet-to-be-discovered.

Premise of our program

Our positioning reflects our unique value proposition – a shared mindset with travelers who value the spirit of independence, appreciate luxury and authenticity, and both seek out new experiences and enjoy returning to beloved destinations.

Unique and Distinct

Preferred Hotels & Resorts is a collection of unique and distinct properties around the world.

We embrace the individuality each of our properties displays and encourage them to retain those things that are different than everyone else.

While there are different collections of properties under the Preferred Hotels & Resorts umbrella, the one thing they all have in common is the I Prefer Rewards program.

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Unlocking Loyalty

In an era where our collection of hotels and the I Prefer Hotel Rewards Program holds unprecedented significance, we find ourselves presented with a substantial opportunity – one that we eagerly anticipate embracing collectively. 

The essential factor enabling us to capitalize on this opportunity lies in establishing meaningful connections that foster loyalty. While tangible rewards such as points, amenities, and upgrades play a role, they only take us part of the way. 

It is the creation of intangible elements like memorable moments, cherished memories, and a sincere sense of care and concern that will elevate members from mere enrollees to passionate advocates.

Four Key Drivers of Loyalty

There are four factors that drive loyalty with our guests. 

01. Product Quality & Consistency

Product Quality and Consistency is pretty straightforward, isn’t it?  Your property needs to provide the expected services and experience the guest is looking for.  A nice bed, great restaurants, and sometimes amenities like spa, golf or recreation.  

Having high-quality products and services has become the cost of entry necessary to compete. These products and services have to be perceived as valuable or value-added to our guests. Having innovative products and services helps to differentiate a brand from the competition.

Everything communicates. Everything sends a message of some sort, whether that message is good or bad. And when we lack consistency and quality, we end up communicating a message that we really don’t care.

Consistent doesn’t need to be cookie-cutter. We can provide freedom within a framework. And that framework is our brand. The freedom comes when we adjust our offerings and services based on the needs of the individual guest.

02. Executing Excellence

Executing Excellence throughout the entire experience simply means each step of the guest journey at your property needs to be on point.  We can’t have a great arrival process with a guest and then serve their dinner with spotted glassware and expect guest loyalty.  It’s the same with reward programs.  

Earning points for a guest’s stay and spend, receiving upgrades when available, and consistently earning their rewards, those are the basics required in all loyalty programs.

Traveling should be an adventure, not a pain. People like to travel. They don’t like the process of traveling, particularly in recent years with air travel security checks. Arriving at our hotels can be a starting point for enjoying the love and romance of travel.

The first and last impressions the guests receive are important. Our major opportunity to really inspire guest loyalty is at the beginning of the guest's stay.

If that first impression is great, then each interaction throughout their stay is an opportunity to prove that the first impression was correct and continue to build that loyalty. The last impression of the property is our opportunity to confirm that loyalty and thank the guest for giving us the chance to earn their trust.

Repeat Business

These first two drivers are expected at any property of any level in the hospitality business today.  They drive repeat business - meaning guests will choose your property if it’s convenient or makes sense for that specific stay. What truly drives loyalty are the next two items.  

03. Personalizing Services

Personalizing service to the individual guest and connecting emotionally to them will help make your guest choose your property every time it’s available to them, even if it might be less convenient. 

04. Connect Emotionally

Guests want to be seen and treated as individuals rather than room numbers. We must be certain that we do not treat them as just another guest.

“Every trip is different and I’m different on every trip.” Be careful not to dismiss someone as a business traveler or as some honeymoon couple. They vary from trip to trip and day to day.

Too often we fail to simply ask “How can we make your stay more enjoyable?” In asking, we identify opportunities to better personalize each guest's experience.

This is where I Prefer can stand out.

80% of how we experience the world is through emotion and only 20% is through intellect. And, unfortunately, emotional needs too often go unmet. Empathy is the key. Think about where they are coming from and what you can do to better meet their needs.

Guests see through the scripted and impersonal communication. Be careful to avoid “going through the motions.” Be certain you’ve really connected with every guest you meet.

Guests sincerely appreciate gestures that indicate a genuine interest. Taking five minutes to do something special for them may mean the difference – and create a guest for life.

Don't hesitate to embrace the role of a "Service Hero" and make a gesture on behalf of the hotel.

Customizing your I Prefer Welcome Amenity or Food & Beverage offering to our members and connecting with them as individuals and not simply a number can create the emotional connection that builds loyalty.

The Value of Our Members

So, who are our members, and why are they so valuable?

We currently have approximately 5 million members around the globe, with most residing in the Americas. 

We're focusing on expanding globally while observing a surge in international travel from the US simultaneously.

Member Profile

Member data shows that our I Prefer travelers are the guests you want – affluent, with incomes exceeding $250K and net worth over $1MM. 

Furthermore, they are motivated to spend on experiences such as food, wine, arts and culture.

Importance of loyalty

So why is loyalty so important?

Our I Prefer Members generate more REVENUE than non-members - they spend more and stay longer. 

They also book earlier and are less likely to cancel. In short, these are the guests you want on your books and in your hotel.

We also see a significant ADR premium among our guests with status, with members from our top published tier paying $530/night ADRs in 2023 YTD vs. non-members at $363. That’s an ADR premium of 46%!

Member Feedback

Our members understand and appreciate what we have to offer and feel there is value in our portfolio, offers, and redemption opportunities - value they are willing to pay for.  And, your property benefits from that appreciation.

"I Prefer has an excellent collection of premium hotels and resorts."

"It is a brilliant scheme and offers a wide range of hotels worldwide, with plenty of offers... what more could you ask for?"

"There are awesome hotels in your collection / membership. They are not the cookie-cutter chain with all the same hotels."

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I Prefer Vs. "Going it Alone"

Being part of I Prefer offers you benefits you simply could not achieve as an individual hotel or even a small hotel group.  

Let’s look at some of these benefits at a high level.

First, I Prefer provides a large customer database for you to target.

‍I Prefer also allows for marketing and promotion opportunities broader than on your own.

Quality & Scale

Being a part of I Prefer means you belong to a worldwide hotel portfolio. Consequently, members actively seek properties similar to yours!

Program Administration

You don’t have to facilitate the program on your own – we administer the program for you, provide the platform, support and training.

Let's take a closer look at each of these benefits.

Customer Database

Utilizing our customer database, we have the capability to directly engage and market to our 5 million members. 

This includes both email marketing and display media, allowing you to target a larger audience with a predisposition to book YOUR property.

Website

The I Prefer program funds marketing, public relations, promotions, and communication initiatives that attract members to your hotel.  This inspires travel, drives enrollments, and builds loyalty.

Cyclical Process

These components form a cyclical process. Inspiring travel initiates the journey, driving enrollment captures potential customers, and building loyalty ensures their continued engagement, fostering a long-term relationship that can lead to repeat business and positive word-of-mouth recommendations.

We also know that travelers value quality, scale, and variety in a loyalty program – so the program has exponentially more value by offering 600+ hotels all around the world.

We fund full program administration, including costs of the loyalty tech stack, property support, training, and more.  

PreferredNet

PreferredNet is your source for all things Preferred, including I Prefer branding and implementation resources.  

Profectus

Profectus is the I Prefer system that houses our membership database.  Each hotel has dedicated access to Profectus.

The I Prefer Learning Platform is your on-demand training resource with a library of courses and resources.

Help Properties Make Money

As much as we love providing great value and variety to our guests, at the end of the day we are all here to make money. 

Loyalty programs help properties make more money in four different ways:

First, they provide access to profitable customers – qualified leads, who we know travel to properties like yours.

Second, they provide cost-effective marketing with a database of owned customers, ensuring efficiency and effectiveness at a network level.

Next, a competitive advantage. 

Being part of a loyalty program that members value enables your property to compete with other hotels in other programs or with hotels that don’t offer a program at all.

Finally, and we’ll go into this in the next lesson, being part of a loyalty program helps you capture booking conversions from Google and other generic meta searches.  Once the members are in the door the first time, a loyalty program can help keep them coming back time and time again. 

Where our Properties Play a Role

Our properties are instrumental in making I Prefer a success and fueling our future growth – resulting in more revenue to you.

We have identified four primary areas of concentration - Enrollments, Member Rate, Recognition, and Rewards.

Member Enrollments

The first area of concentration from properties is to support new member enrollments by including information and links to I Prefer on your property website, ensuring the I Prefer member rates are loaded and open, and training your teams to enroll new members on property.

During each guest interaction, extending I Prefer membership and selling its 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.

Four Quick and Easy Guest Enrollment Talking Points :

• Membership to I Prefer Hotel Rewards is free.
• Members receive instant benefits and are rewarded for stays at over 575 participating properties.
• Frequent travelers earn elevated status and benefits through membership.
• Points can be redeemed for free nights and Reward Certificates.

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Member Rates

Another way you play a role in delivering I Prefer is by providing exclusive member rates and offers – on Preferredhotels.com and on your property websites – providing that immediate gratification in the form of an offer they can’t get anywhere else.

Let’s look at what happens when a shopper clicks on hotels.com. They are taken to a page of results with MULTIPLE hotels – yes, yours is at the top, but it is quickly followed by competitors who might offer a lower rate, higher review rating, or both! 

The OTA has taken your booking and put them back into the shopping process all over again. So, when you consider your costs for OTA bookings – consider all the bookings you have LOST because the OTA is marketing your competitor right alongside you – from YOUR link!

In the above image, you are seeing metasearch results in Google from a real property. As you can see, the major OTAs are all offering the unrestricted rate of $441 for this property. However, because this property is part of I Prefer and offers the I Prefer member rate, it shows up at $418 – and being rational, this traveler is highly likely to click through on the lower rate from a reputable site. When this traveler clicks on the Preferred Hotels link- they go RIGHT to your booking page – and you capture the conversion!

Recognition

The Recognition component assures the member that we appreciate them for choosing an I Prefer Hotel and we deliver consistent member benefits during each stay.

This is where the rubber hits the road. Welcoming the member by name, thanking them for their loyalty, and ensuring your team is trained and delivering the benefits. Just like any other program, we have made our members a promise and rely on our hotels to deliver on that promise.  This is what drives loyalty when done correctly.

As a standard benefit, I Prefer Members receive special amenities during their stay.

These amenities offer your property the chance to showcase your independent brand and local specialties. 

The Gold & Titanium welcome amenity must have a high perceived value AND the amenity should be unique to relevant I Prefer Members only and not a complimentary gift offered to all guests.

Rewards

In addition to the recognition piece, of course, it is a loyalty REWARDS program, the rewards are important! The Rewards component allows our members to earn points for every eligible stay booked at an I Prefer hotel.  Our standard point offering is 10 points per $1 USD in reservation revenue. Gold & Titanium Members receive bonus points during their stay.

These rewards turn into Reward Certificates and Reward Nights, again driving the I Prefer Member back to your hotel.

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What do Loyalty Members Want?

Loyalty members want VALUE from properties in exchange for their patronage, they want to be RECOGNIZED as different and special from other guests, AND they want REWARDS from giving us their business consistently over time.

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This is where you, our properties, come in.

When we recognize and reward our valued members, we foster lasting relationships that build loyalty to our participating properties and brands.

Recognition

The Recognition component assures the member that we appreciate them for choosing an I Prefer hotel, and we deliver consistent member benefits during each stay.

Rewards

The Rewards component allows our members to earn points for every eligible stay booked at an I Prefer hotel.

When it comes to the specific rewards our members receive for being part of the program, this list shows just how much they get!  

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From a practicality standpoint, most of these rewards don’t cost you a lot, and all of them give the opportunity to continue to drive ancillary revenue into your property.  

Silver Members

The base points for Silver Members is 10 points per $1 USD in reservations revenue.

Gold & Titanium Members

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Our Gold and Titanium Members will receive a Welcome Amenity.  

Creating thoughtful and memorable Welcome Amenities for members significantly enhances their experience and leaves a positive impression.

The earned points for Gold Members is 12 points per $1 USD in reservations revenue.

In addition to a Welcome Amenity, our top-tiered Titanium Members will receive a Food & Beverage offering.  

The earned points for Titanium Members is 15 points per $1 USD in reservations revenue.

Food & Beverage

Your Food & Beverage offering should aim to drive the member to spend additional revenue in your restaurant or bar.

Listening to I Prefer Member feedback is essential for program success.  Whether it is positive or negative collecting feedback ensures member satisfaction, protects our brand reputation, drives continuous program improvement, allows us to maintain a competitive advantage, and increases Member retention.

As you might be aware, satisfied Members are more likely to return to your hotel and promote the I Prefer program. Positive feedback demonstrates that the program is effectively fulfilling and surpassing Member benefits, resulting in higher customer satisfaction.

When guests experience dissatisfaction, their likelihood of returning diminishes, and as you may know, they are inclined to share negative experiences, potentially harming both the hotel’s and our program's reputation. Dissatisfied guests can incur higher costs for the hotel's service recovery endeavors, resulting in lost revenue from repeat business.

Your hotel may send a post-stay survey to guests who have recently stayed at your property.  The survey might include questions about various aspects of the guest's stay, such as the cleanliness of the room, the quality of service, the amenities provided, and overall satisfaction.

The I Prefer program emails a post-stay survey targeted to Members who have also stayed at your hotel.  Upon departure, guests who have included their I Prefer member number on the reservation will automatically receive our survey.

The I Prefer Member post-stay survey focuses on striving to deepen our understanding of what matters most to our loyal guests, allowing us to continuously enhance their stay and strengthen our relationship with them. The I Prefer Member post-stay survey specifically asks questions such as:

“Overall, how satisfied were you with the I Prefer member experience and benefits offered to you during this stay at (hotel name)?”  

“Please indicate the I Prefer member benefits you received during your stay?”

“How knowledgeable was the hotel staff about the I Prefer program?”

The I Prefer Member post-stay survey is driven by our platform provider, Medallia.

Medallia is a leading experience management platform that helps businesses capture and analyze feedback from customers, employees, and other stakeholders to drive actionable insights and improve overall experience.

Surveys are sent to the I Prefer Member at check-out from your hotel and once the Member completes the survey, their information will instantly appear in your Medallia portal.  

Response rates for customer satisfaction surveys typically range from 10% to 30%.

After your I Prefer Loyalty Ambassador receives the unique hotel link to access your results, they must take the time to read through the comments and feedback.

The survey results will have robust filtering options such as:

• Date Ranges (Today, Last 7 Days, This Month, Last Month, This Quarter, and More)
• Tier Levels    *Tier levels updated January 2024
  • Former Tiers (Insider, Explorer, Elite, Authority)
  • *New Tiers (Silver, Gold, Titanium)
• Respondent Status (Partially responded and responded completely)

I Prefer Loyalty Ambassadors and Hotel Leadership Teams can access additional resources such as robust reference guides and FAQs on PreferredNet.Net

Now that you understand how our survey is sent to our I Prefer Members, we’ll explain how we use the two key metrics to measure your success.  

Net Promoter Score (NPS)

Net Promoter Score (NPS) is an industry metric used to measure customer loyalty and satisfaction. It's based on the question: "On a scale of 0 to 10, how likely are you to recommend (your hotel) to a friend or colleague?"

Based on the response, Members are categorized into three groups:

• Detractors (score 0-6): These Members are unhappy with their experience and may potentially damage the program’s or hotel's reputation by sharing negative feedback.
• Passives (score 7-8): These Members are satisfied but not necessarily enthusiastic. They are less likely to actively promote the program or hotel.
• Promoters (score 9-10): These are highly satisfied Members who are likely to recommend the program or hotel to others. (These are the two highest scores you can get.)

Our survey rates how happy our Members are after their stay using a scale from 0 to 10. The higher the score, the better!

When you look at the chart, think of it as a traffic light: green is good, yellow (orange) is okay, and red is not so good. So, the more green you see, the happier our Members are!

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To calculate the score, first, take the % that scores your hotel a 9 or 10 (Promoter) and subtract it from the % that scored the hotel a 6 or below(Detractors).

This will provide you with the hotel's NPS score. The score can range from -100 to 100. The industry average for NPS is 42.9.

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A positive Net Promoter Score (NPS) shows that most customers are Promoters, indicating that your guests are generally inclined to recommend your hotel. Conversely, a negative NPS indicates more Detractors, meaning that guests are generally dissatisfied with their experience and unlikely to return or recommend your hotel.

Here’s a brief guide to understanding the color dial and what each color represents

OVERALL SATISFACTION (OSAT)

The second key metric to measure your success is Overall Satisfaction (OSAT).  

OSAT is a real-time measurement of member satisfaction with I Prefer, typically assessed with a question such as, “How satisfied were you with the I Prefer member experience and benefit offered to you during this stay?”

When it comes to OSAT, keep in mind that the more surveys come through, the more meaningful your score will be. If you have a larger number of responses, it will provide a better glance of how satisfied your guests are in terms of overall satisfaction.

Calculating the OSAT Score:

OSAT takes positive member responses, scored on a 0-10 scale with 9s and 10s being the highest (in the green), and dividing the total of those by the total number of responses.  

The current industry average for OSAT is 73%.

Example:  97 / 103= 94%

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NPS and OSAT industry averages are subject to change over time due to various factors. We are committed to providing up-to-date stats and will continually update our resources as new industry averages become available.

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When we think about your member satisfaction scores, it is important to remember two things:

First, I Prefer is your hotel’s loyalty program not just a part of Preferred Travel Group, but a truly advantageous tool for fostering guest loyalty.

Secondly, you are receiving feedback from guests regarding their interactions and the services that foster loyalty to your hotel.

Lifetime loyalty

Your goal is to not only provide a memorable experience so Members return to your property, but to create lifetime loyalty to our collection of hotels within the Preferred portfolio, so that when they travel to another location, they will seek out a property within our portfolio.  

We should consider that other properties do the same so that when a Member is looking to stay in your area, they will seek out a property within the portfolio and potentially give your property a try versus one of the other big box brands; giving you a chance to drive revenue and loyalty to your property with new Members.

All guests look for product quality and consistency, and excellent service as a basis for their hotel choices. What can set you apart from your competition is your ability to provide personalized service and truly connect emotionally to the guest and their needs.

4 drivers of loyalty

Recognizing these 4 drivers of loyalty helps connect the guest with your hotel.  The I Prefer program helps solidify that connection by providing value, recognition, and rewards for those stays.  We use our post-stay member survey data as a scorecard to see how we are performing toward creating that value.

Recognizing these 4 drivers of loyalty helps connect the guest with your hotel.  The I Prefer program helps solidify that connection by providing value, recognition, and rewards for those stays.  We use our post-stay member survey data as a scorecard to see how we are performing toward creating that value.

There might be areas where your hotel could enhance service delivery to better meet our Member's expectations.  By addressing these areas, we can further elevate the member experience and strengthen our reputation for exceptional service.

Develop an Improvement Plan

Creating a personalized improvement plan for all hotel associates to help boost scores and drive overall improvement.

Once an action plan is established, track progress over 120 days to gauge advancement. Adapt action plans as needed for optimal outcomes.

Preventative Maintenance Plan

Does your hotel have a preventive maintenance program?

Many guests tend to rate hotels lower when there are condition concerns at the property. Taking a few moments to revisit the preventative maintenance plan and review it with your Engineering, Housekeeping, and Front Office leaders can significantly improve your results.

Strategic Audits and Comparative Analysis

Consider performing audits and/or secret shopper evaluations of the service in your competitive set.

What are nearby hotels doing that might be better, different, or unique compared to your team? You can also leverage your hotel leadership by conducting cross-departmental audits to assess and improve on-property service.

Online Presence

Photos and images play a crucial role in shaping guests' perceptions of a hotel and can significantly impact their satisfaction.

Updated photos provide guests with a realistic preview of what to expect during their stay. When images accurately represent the hotel's accommodations and amenities, guests are less likely to encounter unpleasant surprises upon arrival, leading to a smoother and more satisfying experience.

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As a valued Preferred Hotels & Resorts member property and participant in the I PreferHotel Rewards Program, upholding the specific branding elements outlined in your standard member agreement is essential. To support your commitment to brand integrity and exceptional guest experiences, Preferred Hotels & Resorts has developed the Integrated Quality Assurance (IQA) Program.

This custom-designed quality measurement program emphasizes both quality assurance and online reputation management. Every guest interaction represents a pivotal 'moment of truth' that shapes their perception of your property. The IQA program is designed to help you identify and measure these critical moments, fostering enduring customer loyalty and encouraging positive reviews.

In this course, we will focus on the I Prefer aspects of the IQA inspection, ensuring your property meets the specific standards for branding and guest interactions that are crucial for maintaining and enhancing guest loyalty.

*Please be advised that this training only applies to Preferred Hotels &Resorts properties that participate in I Prefer. If your brand does not participate or if you have any questions, please contact your Regional Director.

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IQA employs two key tools to comprehensively assess guest experience, hotel quality, and online reputation: Professional On-Site Evaluations and a Customized Online Reputation Management Platform.

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Professional On-Site Evaluations:

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These evaluations are grounded in Collection-specific criteria that highlight key I Prefer touchpoints. Conducted anonymously by third-party consultants, the evaluations include a comprehensive review of service interactions, product quality, condition, and cleanliness during a one- or two-night stay. After check-out, the consultant will request a debrief with the General Manager and key department heads, including a room walk-through.

While the evaluation process is open to questions, consultants do not have access to the final score or scoring details. This information is emailed directly to the property post-evaluation and can be accessed through the TrueView Platform.
   
These evaluations are valuable for training, helping your team identify areas for improvement and recognize strengths. By providing actionable insights, these evaluations motivate and inspire team members to elevate their performance and deepen their understanding of I Prefer brand standards.

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Customized Online Reputation Management (ORM) Dashboard:

Updated 24/7, this dashboard provides continuous insight into guest experiences by monitoring reviews and social commentary across over 100 online platforms.

Actively engaging with customer feedback through the ORM dashboard allows your hotel to improve rankings, outperform competitors, and enhance guest loyalty. Real-time access to satisfaction metrics enables prompt responses and a lasting impact on both current and potential guests. This proactive approach drives positive reviews and contributes to your hotel’s ongoing success.

Note: This is distinct from your I Prefer Member Satisfaction Score.

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TrueView Platform:

In addition to the key measurement tools, member hotels have 24/7 access to TrueView, a dynamic inspection reporting platform developed in partnership with our third-party consultants. TrueView is an essential resource for managing and enhancing your property adherence to I Prefer criteria, offering tools to view on-site inspection results, perform self-assessments, and access historical data.

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TrueView Platform Features:

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1. Reporting& Analytics
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Review and TrueView’s Reporting & Analytics feature offers interactive dashboards that allow you to:

• Review and analyze inspection results with a focus on I Prefer criteria, providing a clear understanding of your property's performance.
• Access both historical and current evaluation reports, enabling you to track progress over time and pinpoint areas that require attention.

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2. Self-Assessment Module

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The Self-Assessment Module empowers you to:

• Conduct interim evaluations between Preferred inspections, helping you maintain continuous alignment with I Prefer standards.
• Target specific departments or touchpoints that directly impact guest satisfaction, using insights from online reviews and guest feedback.

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3. Collection Criteria

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For daily operations, TrueView enables you to:

• Download user-friendly checklists outlining essential I Prefer touchpoints by department, ensuring your team consistently meets and exceeds brand standards.

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4. Getting TrueView and ReviewPro Access:

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Once your hotel joins the IQA program, access to your IQA tools becomes available.

‍To request your property user logins please contact: IQASupport@preferredhotels.com

Users will need an active PreferredNet account to link to the IQA platforms.

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‍To request a PreferredNet account please contact:preferrednet@preferredhotels.com

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For more information on TrueView’s Reporting & Analytic features please visit this link here.

Please note that each year, the Integrated Quality Assurance (IQA) team reviews guest service trends and makes modifications to the criteria based on changes in the industry, best practices, consumer behaviors, and expectations.

Additionally, these criteria may vary depending on your property’s classification within the Preferred Hotels & Resorts Collection—whether as a Legend Hotel or a Non-Legend Hotel.

Rest assured, if any amendments are made to the criteria, we will communicate these updates to hotels in a timely manner to keep you informed and prepared.

Please use the following resources to access the full IQA criteria as it pertains to your hotel’s collection. Use the following Collection Compliance guide to learn how to establish, implement, and remain in compliance with these critical requirements.

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To access the full IQA Criteria please view here.

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The Collection Compliance Guide can be found here:

• Legend Hotels
• Non-Legend Hotels

1. Phone Reservation

Member Inquiry:

• Criteria: Staff inquires if the guest is a member of, I Prefer.
• Purpose: Ensures recognition of membership status early in the guest's journey
• Resource: Member Benefits

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2. Phone Reservation

Membership Offer:

• Criteria: If the guest is not a member, the staff provides information and offers to enroll the guest.
• Purpose: Encourages guest enrollment to enhance their experience and loyalty.
• Resource: Profectus - Enrolling New Member Job Aid

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3. Phone Reservation

Membership Recognition:

• Criteria: If the guest is an existing, I Prefer Member, staff acknowledges their tier level and verbally expresses appreciation for their loyalty.
  • Internal Notes: Example: “Thank you for being a loyal Titanium I Prefer Member.”
• Purpose: Shows demonstration of appreciation for the member’s loyalty.
• Resource: Member Benefits

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4. Internet Reservation

Homepage Branding:

• Criteria: The I Prefer logo is clearly visible on the hotel's homepage and connects the guest to the correct URL site.‍
  • Internal Notes: The I Prefer logo should be the current design without pineapples, lines, or lowercase. The logo should link to the hotel's dedicated I Prefer page or to an enrollment form with the hotel's promotional code displayed. ‍
  • Hotel Specific URL link looks like:‍  https://iprefer.com/members/signup?enrollcode=ABCDE&hotel=ABCDE("ABCDE" to be replaced with the hotel's unique code).

• Purpose: Ensures the proper brand representation and seamless access to the I Prefer program.
• Resource: Add the I Prefer logo to your hotel site

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5. Internet Reservation

Confirmation Email:

• Criteria: Confirmation email should include I Prefer visibility. ‍
  • Internal Notes: The I Prefer logo should be the current design without pineapples, lines, or lowercase. Displayed I Prefer logo and information must be current. The email must be sent within 24 hours or less. This message can be part of the original confirmation email with Collection logo placement.

• To be compliant, the Hotel must include one of the following visibility levels: ‍
  • Level 1 visibility: Email includes the approved I Prefer logo. ‍
  • Level 2 visibility: Email includes the approved I Prefer logo + verbiage stating the hotel is proudly participating in the I Prefer Hotel Rewards Program. ‍
  • Level 3 visibility: Email includes all items from Levels 1 &2, plus an email banner asset (found on PNet for download)
• Purpose: Reinforces the I Prefer program and benefits to the guest post-booking.
• Resource: Website & Email Assets

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6. Front Desk - Arrival

Membership Check:

• Criteria: If the I Prefer member number is not present on the reservation, staff asks if the guest is a member of I Prefer.
  • Internal Notes: If the guest was enrolled during the phone reservation (or other pre-arrival contact), the member number should be recognized/connected to the guest's reservation even if the PMS is not integrated.
• Purpose: Ensures that all members are recognized, even if the reservation system (PMS) is not integrated.
• Resource: Profectus - Member Search Job Aid

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7. Front Desk - Arrival

Invitation of Enrollment:

• Criteria: If the guest is not a member of, I Prefer, staff provides information and offers to enroll the guest.
  • Internal Notes: Hotel can enroll on the spot through our Loyalty Platform, Profectus OR direct Guest to a dedicated QR Code and/or Tap to Enroll device.
• Purpose: Facilitates easy and immediate enrollment to enhance guest loyalty.
• Resource: Profectus - Enrolling New Members Job Aid

8. Front Desk - Arrival

Member Recognition:

• Criteria: Staff recognizes if the guest is a member and their type of, I Prefer, if applicable.
  • Includes Notes: Front Desk staff must recognize Member Tier and benefits:
    • Silver: Complimentary Wi-Fi, Complimentary Room Upgrade (based on availability), Priority Check-In, and Late Check-Out.
    • Gold: Includes Silver benefits, Welcome Amenity, 20% Bonus Points.
    • Titanium: Includes Silver & Gold benefits, Food & Beverage Offering, 50% Bonus Points.
• Purpose: Provides personalized service and benefits based on the guest's membership tier.
• Resource: Associate Reference Guide

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9. Front Desk - Arrival

Points Balance Inquiry:

• Criteria: Upon request, staff is able to provide the I Prefer member with their points balance.
• Purpose: Ensures members have access to their rewards information on request.
• Resource: Profectus - Member Search Job Aid

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10. Front Desk - Arrival

Reward Nights Redemption Recognition:

• Criteria: If the guest is an I Prefer member and the reservation is booked under a Rewards Night, staff recognizes that the member redeemed points for the stay and is able to complete the check-in accurately.
  • Internal Notes: Hotel acknowledges the rate plan and advises for IPPOINTS guest is responsible for taxes and incidentals. The hotel should understand IPPOINTS is for Reward Nights
• Purpose: Guarantees proper recognition and processing of reward-based bookings.
• Resource: Reward Night Redemption Program

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11. Lobby

Brand Presence:

• Criteria: Properties must have the I Prefer sign present at their Front Desk.
  • Internal Notes: Properties must have the approved I Prefer sign present in one of the following areas: Front Desk or Lobby.Printed or digital collateral is no longer accepted; a desk sign is required.  
  • To meet this criteria, Printed or Digital collateral is no longer accepted in place of desk sign. Hotels must have I Prefer desk sign present that is in clean and good condition and is easily visible to the guests.
• Purpose: Ensures consistent and visible branding throughout the guest's stay.
• Resource: Order Physical Collateral (including desk signs)

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12. Front Desk - Departure

Reward Certificate Processing:

• Criteria: If the guest presents a reward certificate, staff recognizes it as a form of payment and promptly redeems and processes it against the folio. Folio should reflect Reward Certificate credit.
• Purpose: Ensures seamless checkout for guests using reward certificates.
• Resource: Profectus - Redeeming Reward Certificates Job Aid

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13. Front Desk - Departure

Checkout on a Reward Nights Redemption:

• Criteria: If an I Prefer member is checking out on a Reward Nights booking, staff recognizes that the member redeemed points for the stay and is able to complete the check-out accurately. Folio should only reflect taxes and incidentals.
• Purpose: Guarantees that reward night stays are correctly processed at checkout.
• Resource: Reward Nights Redemption Program

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Should you have any questions on the specific I Prefer criteria, please reach out to loyalty@iprefer.com.