Preferred Hotel Group rings in 2009 with a fresh, new online image
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Preferred Hotel Group rings in 2009 with a fresh, new online image
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Category: Worldwide - Industry economy -
Trends / Expert's advice
This is a press release selected by our editorial committee and published online for free on 2009-02-09
Stronger Branding, Richer Content and Greater Ease of Use Characterize Five New Sites
Preferred Hotel Group has dramatically revamped its online image, rolling out new corporate and brand websites that combine fresh, new visual appeal with greatly enhanced functionality. The changes encompass www.PreferredHotelGroup.com as well as the individual sites for four of Preferred's distinctive brands: Preferred Hotels & Resorts, Preferred Boutique, Summit Hotels & Resorts and Sterling Hotels. Also boasting a new look are web pages for Preferred Golf Club™, an acclaimed golf membership program. Upgraded websites will be unveiled later this year for I Prefer™ Guest Benefit Program and the company's fifth brand, Historic Hotels of America.
"Preferred Hotel Group's ongoing investment in website development underscores our commitment to our members by driving online bookings to their hotels, which has never been more important than now," said Chairman and CEO John Ueberroth. "The debut of our new online image culminates more than a year of intensive development undertaken with three ambitious objectives: significantly increase online revenue, dramatically enhance brand awareness, and double traffic to the sites."
Greater ease of use, richer hotel content, and enhanced interactivity characterize Preferred's new websites, which were conceptualized by AkinsParker (Costa Mesa, California) and constructed by TIG Global (Washington, D.C.). Each site captures the singularity of its brand and the diversity of Preferred's members, which collectively encompass more than 700 independent hotels and resorts in more than 65 countries around the globe. Here's how each of the sites successfully articulates its brand in a distinctive and memorable way:
Preferred Hotel Group, www.PreferredHotelGroup.com: The business-to-business face of the company, the site serves as the corporate umbrella over the group's brand and program websites. A comprehensive introduction to the company's services and benefits, the site functions as an active boardroom of information for the industry, media, and prospective hotels.
Preferred Hotels & Resorts, www.PreferredHotels.com: Refined, confident, epic. Preferred Hotels & Resorts' new website presents a compelling identity of sophisticated elegance borne from materials, textures, and finishes that are symbolic of the finer things in life. The Lodge at Pebble Beach (Carmel, California), The Imperial (New Delhi, India), Hotel Balzac (Paris), and Sandy Lane (Barbados) are among the exclusive members featured on the site.
Preferred Boutique, www.PreferredBoutique.com: Emphasizing the palette of personal experiences that await the traveler via its "____________ (say the word)" campaign, the new Preferred Boutique website celebrates the art of travel. Visitors to the site are invited to explore the hallmarks of this brand: luxury, style, and service on an intimate scale. Within the collection are acclaimed properties such as XV Beacon (Boston), The Bungalows at Mauna Lani (Kohala Coast, Hawaii), Hotel Murmuri (Barcelona) and the new Cap Maison Resort & Spa (St. Lucia).
Summit Hotels & Resorts, www.SummitHotels.com: "Local Luxury," "Global Concierge," and "World-Wise Experts" are synonymous with Summit Hotels & Resorts. This new positioning highlights Summit's unique ability to cater to the traveler's spirit of discovery. Found treasures - places, things, and local culture - are at the forefront of the Summit experience. Members include The Colonnade (Boston, Massachusetts), The Mandeville Hotel (London), Royal Plaza on Scotts (Singapore), and the Hotel Monaco & Grand Canal (Venice, Italy).
Sterling Hotels, www.SterlingHotels.com: Looks attract. Personality endears. Sterling Hotels offers both in spades. Preferred is pleased to introduce the Sterling Personality. Casual, fun, and approachable, the site, like the brand, is witty and playful, offering glimpses of the delightful surprises that await the Sterling visitor. These traits are embodied in member hotels such as Hotel Astoria Palace (Rio de Janeiro), angelo Hotel Prague, The Fleming (Hong Kong), and The Time (New York).
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