Skift Take

Hotel patrons who want something different from the chain experience still want a group they can trust -- and possibly earn points from -- in a new destination. Preferred and its competitive peers have carved out a place in the un-chain territory.

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.

… 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.

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