Tag: Soft BrandsView All Tags
Hotel Hermitage in Monte Carlo, a member of the Leading Hotels of the World
Last week we rounded up the known loyalty programs of boutique hotels and the other day, in our annual WiFi report we listed the loyalty programs of some of the bigger chains. Today we're exploring yet another way to get free WiFI and other complimentary perks during your next hotel stay--by joining the loyalty programs of various hotel collections.
· Destination Hotels & Resorts: The privately held hospitality management company has nearly 40 independent, luxury and upscale hotels, resorts and golf clubs in its portfolio such as Terranea Resort near Los Angeles and the MileNorth Hotel in Chicago. Their Destination Delivers loyaly program gives members 10 percent off the best available rate, complimentary room upgrades or late check-outs (based upon availability), VIP status (varies by property but includes an F&B amenity, welcome gift and other perks) and 20 percent off a two-night stay for their birthday month.
· Epoque Hotels: The Epoque Hotels collection consists of hundreds of truly boutique hotels throughout the world from Beijing to Barcelona and Brisbane. Becoming a member of Club Epoque gets you six percent of the total cost of your hotel stay put into your Epoque Bank which you can use towards future reservations (once you hit $50.) You also get early check-ins/late check-outs, the right to gift your bank to someone else and credit for when someone you referred also makes a reservation through Epoque Hotels. As for free WiFi, Club Epoque doesn't offer that perk because all their hotels already have free WiFi.
Hotel News / Hotel Brands / Preferred Hotel Group / Luxury Hotels / Las Vegas Hotels / Manhattan Hotels / Soft Brands / → All Tags
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.