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Preferred Hotels adds reciprocal loyalty redemption

Australia has two Preferred Hotels members, including the Lyall Hotel & Spa in Melbourne.

Individual loyalty or rewards programs operated by more than 700 independent Preferred Hotels & Resorts properties around the world can now be aligned to give members access to global benefits via a new Alliance model for the program.

The ‘I Prefer’ Alliance builds on the existing rewards program and now allows all 700 hotels in the Preferred portfolio to offer their loyalty benefits to all members globally via a points exchange system. The program opens 650 new destinations to members of these previously individually-operated schemes.

A key launch partner member is Japan’s Tokyu Hotels group, which operate 44 properties across the country and have over 700,000 members of their loyalty program. Through the new I Prefer Alliance, members of the Tokyu Comfort loyalty program will receive two points for every USD$1 spent at any Preferred Alliance hotel outside Japan, processed via a dedicated online booking page. Conversely, I Prefer Alliance members will earn 25 points per USD$1 spent on bookings at participating Tokyu hotels across the country.

Redemption points levels will be set by each individual member hotel, with each property also able to set their own offers, rewards and experiences available through the program.

Preferred Hotels & Resorts VP Loyalty, Jeri Salazar, said the company had been looking for ways to further develop a culture of loyalty to independent hotels.

“I Prefer Alliance was created to provide independent hotels with the flexibility to personalise their own programs in a way that would help drive more loyalty from their current members, while creating more visibility for partner properties and all hotels that participate in I Prefer among a growing and highly engaged travel community who prefer authentic, inspiring travel experiences.

“We look forward to integrating more hotel partners into I Prefer Alliance globally in the months ahead.”

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