Preferred Hotel Group has simplified its identity, consolidating its multi-brand portfolio under a single master brand: Preferred Hotels & Resorts.
As a global collection of independent luxury properties, Preferred Hotels & Resorts builds on the heritage of the Preferred name while making it easier for travelers to find hotels that match their lifestyle and the kind of luxury experience they want for each trip.
“With so many new hotel brands in the market, travelers can feel overwhelmed during the planning process,” said Lindsey Ueberroth, president and CEO of Preferred Hotels & Resorts. “Uniting under one brand lets us offer clearer guidance and better serve guests as the world’s most trusted resource for unique, authentic, and memorable independent hotel experiences.”
Each property in the consolidated portfolio is organized into one of five collections: Legend, LVX, Lifestyle, Connect, and Preferred Residences. These collections make it easier for travelers to search, evaluate, and book by grouping hotels according to the type of luxury experience they provide. On the brand’s redesigned website, guests can look for hotels by collection or filter results by hotel name, experience, location, and price point.
The new structure aims to streamline decision-making for travelers and highlight the distinct characteristics of each property while preserving the individuality of independent hotels. By aligning hotels under clearly defined collections, Preferred Hotels & Resorts enhances discoverability and helps guests select accommodations that best match their expectations for service, amenities, and atmosphere.
This approach emphasizes personalization: whether a guest seeks an ultra-luxurious, story-rich boutique under the Legend collection, a refined city hotel in LVX, an experiential stay in Lifestyle, a practical and well-connected option in Connect, or a long-stay residence through Preferred Residences, the brand’s organization clarifies what each property delivers.
Beyond simpler navigation and clearer messaging, the unified brand is positioned to support consistent standards across marketing, guest communications, and digital tools, improving the booking experience and reinforcing trust. By leveraging the established Preferred name, the company intends to highlight the authentic, independent nature of its hotels while making it more straightforward for travelers to choose the right property for every occasion.