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Preferred Hotels & Resorts is a global collection of independent hotels, destination resorts, city center hotels, luxury residences, and unique hotel groups. It consists of more than 650 hotels in 85 countries across various families of brands.

Project Scope:

Migrate from existing non-points based guest benefit program to a points & benefit led program for over 1 million members. Relaunch in 2013.

Main Challenges


Fierce competition through loyalty programs of big hotel chains and their offerings


Complex system landscape & multiple booking channels due to high number of independent hotels


Inconsistent & inaccurate data; lacking means for analyzing & mapping customer behavior properly; no basis to reward high value customer in a differentiating manner


Low degree of customer insight for customer care activities

Value-Add by Loyalty Prime

State-Of-The-Art Reward Program

Introduction of a data-driven points-based reward system including member status levels and redemption options at all participating hotels.

Central Loyalty System

A central loyalty system enabling de-centralized management for individual hotels, customer care and loyalty managers

Seamless System Integration

Created an integrated and seamless system landscape

Continuous Engagement

Continuous member engagement through targeted offers based on member profile & previous stays

Achievements & Results

Increased new member enrollment by 74% within one year after program launch

Reduced booking commission cost by over 3 times by using IPrefer channels over OTA

Increased member responsiveness: IPrefer members open communication e-mails twice as much as non-members

Positive coalition effect: 72% of revenue came from enrollments that originated at another hotel