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Preferred Hotels revamps planner reward scheme

World's largest independent hotel brand unveils the iPrefer Planner to UK event organisers

Pictured: Nic Wood, ‎director of European group sales

Preferred Hotels and Resorts has overhauled its meeting planner reward scheme.

The newly revamped iPrefer Planner is a loyalty scheme designed to reward meetings and events planners for programmes booked at iPrefer participating hotels. Planners earn points on programmes booked through the Preferred Hotels and Resorts European group desk. 

Nic Wood, director of European group sales at Preferred Hotels & Resorts, said: “We took a deep look at what our competition was doing and decided to revitalise our offering to keep a competitive edge.

“After two years of analysing programme performance and the changing competitive landscape, we recognised a need to simplify the process and have evolved iPrefer into a simplified two-tier model - Insider and Elite - that offers instant rewards for planners.”

Planners can now earn five points per US$1 spent and are eligible to earn points for actualised programmes, meetings, or room blocks of 10 room nights or more per night. Planners are eligible to earn a maximum of 500,000 (equivalent of US$100,000 spend) iPrefer points per programme and can redeem these points for cash value rewards certificates. Reward certificates can be used as part or full payment for room nights at iPrefer participating hotels and resorts 

Elaine Macy, executive vice president of global group sales for Preferred Hotels & Resorts, said: “We’ve been working on this for some time and we’re very excited about it. We’ve already launched it in the US and it’s been really well received, so we’re excited to roll it out in the UK.

“We’re looking forward to the challenge; we’re in the heart of the challenge right now. Hopefully this programme will be rolled out in the rest of Europe next. Our CEO is also committed to building this company to be 1,000 hotels by 2018. That’s pretty exciting.”

Wood added: “Preferred Hotels has been recognised as a brand in Cvent and we will be the first independent hotel brand on Cvent. That’s a major coup."

The new scheme was launched with a reception and dinner for planners at ME London, a member of the Preferred Hotels & Resorts’ LVX Collection. Representatives from Preferred Hotels properties including Monaco's Monte Carlo Bay Hotel, the Netherlands' Grand Hotel Huis ter Duin, Castille Paris, France, Dromoland Castle in County Clare, Ireland, The K Club in County Kildare, Ireland, Carlton Ambassador The Hague, the Netherlands and Hotel California in Paris, France were in attendance, as buyers enjoyed drinks in the hotel’s RADIO bar, followed by a three course dinner. 

The iPrefer Planner program is part of the iPrefer loyalty programme valid at more than 600 Preferred Hotels & Resorts properties in 85 countries. Buyers can contact the group sales team on 

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