Preferred Hotels & Resorts, the world’s largest independent hotel brand with more than 700 properties in 80 countries, has partnered with The Hotels Network (THN), an innovative technology company offering a platform designed for hoteliers and hotel groups to boost bookings made through their direct and brand channels. As the independent hotel brand continues to invest in its member properties, the new partnership with THN provides hoteliers with direct access to best-in-class technology, proven to drive bookings and revenue.
As part of the new agreement, Preferred will use THN’s Conversion and Personalization tools to enhance the client experience and engagement on its branded website. Key highlights include the ability to live-shop OTAs while spotlighting the lowest available rate on the brand’s website and providing value to more than 3.8 million I Prefer Hotel Rewards members who are reassured of the best rates via valuable price comparisons, contributing to an increase in website bookings and an improved conversion rate.
“This new partnership with The Hotels Network will play a pivotal role in enabling our member hotels to capture bookings that would otherwise go to expensive OTAs,” commented Rhett Hirko, Global Vice President, Revenue Optimization at Preferred Hotels & Resorts. “For example, the Disparity and Conversion Reporting provides a clear benefit to hoteliers; and this valuable insight, which comes at no cost to our member properties, helps them to further improve rate parity through OTA price monitoring and easy access to the conversion rate of click-to-book production on our website.”
THN will also become the latest member of Preferred’s Alliance Partner Program, offering further opportunities for member hotels to access Conversion and Personalization tools at a preferential rate that can be included on their own hotel websites. Member hotels will also enjoy complimentary access to THN’s latest product innovation, BenchDirect, the industry’s first benchmarking platform dedicated to the direct channel.
“We have seen a significant increase to direct business since using THN’s technology to personalize the experience on our website for visitors,” shared Anne Elcon, Director of Marketing & E-commerce at member property Carneros Resort, who has worked with the THN team since October 2019. “It is a pleasure to see these two forward-thinking brands come together to help the industry grow the direct channel, which is so critical today for recovery.”
Juanjo Rodriguez, CEO of THN, added, “At The Hotels Network we are delighted to be joining forces with Preferred Hotels & Resorts, one of the most esteemed brands in the industry. We are especially eager to see how the use of BenchDirect insights, coupled with our Conversion and Personalization tools, will allow hotel teams to not only identify direct revenue opportunities, but also to take action faster and more effectively.”
About Preferred Hotels & Resorts
Preferred Hotels & Resorts is the world’s largest independent hotel brand, representing more than 700 distinctive hotels, resorts, residences, and unique hotel groups across 80 countries. Through its five global collections, Preferred Hotels & Resorts connects discerning travelers to the singular luxury hospitality experience that meets their life and style preferences for each occasion. Every property within the portfolio maintains the high-quality standards and unparalleled service levels required by the Preferred Hotels & Resorts Integrated Quality Assurance Program. The I Prefer™ hotel rewards program, Preferred Residences℠, Preferred Pride℠, and Preferred Golf™ offer valuable benefits for travelers seeking a unique experience.
For more information, visit PreferredHotels.com.
