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A suite at New York’s The Mark, among the latest hotels to join Preferred
Last week on October 1, Preferred Hotel Group, which represents 650 hotels worldwide, announced that The Mark in New York and The Jefferson Hotel in Washington, D.C. were joining its Preferred Hotels & Resorts and Preferred Boutique collections, respectively. This announcement came just three business days after the luxury hotel group announced that Wynn and Encore Las Vegas were also joining its Preferred Hotels & Resorts collection.
You may say, who cares? Well let’s start with the fact that soft brands have seen more action and attention lately (remember the latest on Marriott’s Autograph Collection?). From July through September 2012, 24 new members joined Preferred Hotel Group, which is significant given the fact that brand represents some of the most luxurious independent hotels in the world. But there’s more to the story—a better story, in fact—around Preferred and why you might want to take a closer look at soft brands and Preferred Hotel Group.
What the heck is a soft hotel brand anyway? Basically, soft brands represent groups of hotels by providing them with some kind of strategic background support or service. For example, Preferred Hotel Group provides the hotels in its collections with sales and marketing support.