Preferred Hotels & Resorts expands luxury portfolio in the US

Preferred Hotels & Resorts has reinforced its commitment to the luxury hospitality space with a notable expansion across the United States. Among its newest members are Green Pastures in Austin, Texas; Keswick Hall in Charlottesville, Virginia; The Charleston Place in Charleston, South Carolina; and Nemacolin in Farmington, Pennsylvania. Each of these properties brings a distinctive regional character to the brand’s growing portfolio. Green Pastures, set to debut in the Bouldin Creek neighbourhood of Austin this fall, is particularly poised to appeal to travellers seeking a blend of local heritage and refined experience.

Global Footprint and Brand Positioning

Beyond its domestic growth, Preferred Hotels & Resorts continued to scale globally, with 18 properties added to its collection in the second quarter of the year alone. This global expansion reflects the brand’s strategic ambition to establish a stronger presence in key international markets. New additions include properties in Austria, China, Italy, Costa Rica, and Greece, countries that not only diversify the group’s offering but also align with shifting travel trends toward culturally rich and experience-led destinations.

Loyalty Integration and Guest Retention Strategy

In tandem with its physical growth, Preferred has reinforced its guest engagement strategy through enhancements to the I Prefer loyalty program. By offering bonus points on eligible stays at newly inducted member properties, the brand is leveraging loyalty as a tool for both customer retention and discovery. This initiative strengthens the value proposition for frequent travellers, incentivizing repeat visits and deeper brand affinity.

Evolving Traveller Preferences in a Shifting Market

According to travel analysts interviewed by Hotel Dive earlier this year, there is a growing consumer preference for hotels that offer immersive cultural experiences rather than standardized stays. This sentiment aligns closely with Preferred’s positioning, which emphasizes individuality, heritage, and a sense of place in each of its properties. The current wave of expansion suggests a deliberate alignment with these evolving traveller expectations, particularly among affluent guests seeking meaningful, destination-rooted accommodations.

Luxury Segment Performance and Industry Validation

Market dynamics continue to favour the upper tier of the hospitality sector. A recent PwC analysis confirms that higher-end properties are consistently outperforming lower-tier segments in terms of revenue per available room (RevPAR), a key industry metric. Further validating this trend, J.D. Power’s latest consumer satisfaction report revealed that luxury hotels consistently lead the market in guest satisfaction. These insights underscore the strength of Preferred Hotels & Resorts’ strategic focus on upscale and luxury properties, which are not only resilient in uncertain economic climates but also remain the preferred choice among discerning travellers.