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Preferred Hotel Group has today announced it is rebranding as Preferred Hotels and Resorts.
The group, which is a global portfolio of independent hotels, will position each of its 650 properties within one of five new “collections” – Legend, LVX, Lifestyle, Connect and Preferred Residences.
The company has also launched a new website where guests can browse and book any of its properties. On the site guests can search by collection, experience, location or price point.
“In a time when travellers are overwhelmed by the multitude of new hotel brands, we are going back to the foundation on which our company was built to provide clarity during the travel planning process,” said CEO Lindsey Ueberroth.“As one brand, Preferred Hotels and Resorts will more effectively serve today’s travellers as the world’s most trusted resource for authentic and memorable independent hotel experiences.”