Preferred Hotels & Resorts lays out Australian expansion plans
Preferred Hotels & Resorts recently hosted a media lunch at The Place, located in the Bridge Area on Level 1 of the historic Fullerton Hotel Sydney as it looks to expand its reach in Australia.
The hotel housed in the former General Post Office which began operating in 1874, is Australia's sole member of Preferred Hotels & Resorts and is part of its top-tier ‘Legend’ collection.
The event was attended by key executive staff from Preferred Travel Group's US and Asia Pacific offices.
“I always like to start with what I call our brand promise, and it’s part of our company ideology – we believe in travel and we truly believe that travel can change people’s lives,” CEO Lindsey Ueberroth told Karryon Luxury.
The Ueberroth family acquired the Preferred Hotels & Resorts group 20 years ago, forming Preferred Travel Group – the parent company of Preferred Hotels & Resorts, Beyond Green, Historic Hotels of America, Historic Hotels Worldwide, and PTG Consulting.
There are now 600 member hotels located in more than 80 countries and a major growth plan for the Australian market.
“I’m excited to announce that we just crossed the 100 member threshold of this collection and it also happens to coincide with the 20th anniversary of my family owning Preferred Hotels & Resorts. It’s been around for 55 -plus years but my family has had the privilege of being custodians for the past two decades,” Ueberroth said.
Preferred Hotels & Resorts is looking to own the transformational travel experiences space, while travellers are looking for ultra-personalised experiences.
“When you think about the traveller who’s looking to stay with us, that’s what they’re looking for: something unique, curated, authentic and transformational,” she said.
Ueberroth said Preferred Hotels & Resorts recently welcomed 50 new member hotels, including 15 new builds. The company has already added 20 new members this year, with a strong pipeline anticipated for the latter half of the year.
She highlighted the group's expansion plans for the Australian market, indicating a strong interest in growing their presence in Australia. Preferred Hotels & Resorts aims to establish a foothold in key feeder markets such as Sydney and Melbourne, while also developing a portfolio of great resorts and properties in secondary and tertiary markets.
Ueberroth pointed out a global trend of hotels moving away from large chains and choosing independence. She noted that Preferred Hotels & Resorts is well positioned to attract new members in this evolving market landscape, as hotels are increasingly confident in their ability to succeed without the backing of major chains.
Jonathan Jackson, 24th June 2024
