Preferred Hotels & Resorts Unveils US Performance Report, Reinforcing the Independent Hotel Brand’s Competitive Edge

Report reveals Preferred-affiliated hotels outpacing competitors with strong RevPAR penetration and cost efficiency, underscoring the independent hotel brand’s industry-leading performance

With independence continuing to resonate as a powerful advantage for hoteliers, Preferred Hotels & Resorts – the world’s largest independent hotel brand – is pleased to unveil the results of a three-year U.S. Performance Report, which evaluated the performance of 98 Preferred-affiliated hotels in North America for the period from 2022 and 2024. The study was conducted by HVS, a global leader in hospitality consulting services.

“The findings reinforce the strategic advantage of affiliating with Preferred Hotels & Resorts, as our performance is not reliant on a single stream, but equally weighted across five key revenue drivers, which include loyalty, marketing, as well as group, leisure and corporate sales” said Michelle Woodley, President for Preferred Hotels & Resorts. “By harnessing the strength of our global operating scale and a strong balance of performance, we continue to provide our members with a diversified advantage that safeguards revenue streams, drives RevPAR penetration, and delivers exceptional results that consistently outpace competitors, further proving the long-term value of the independent model.”

For the analysis, the hotels were categorized into three distinct groups: primary markets, secondary and tertiary markets, and resort markets. Utilizing data provided by STR, which assembled Occupancy, Average Daily Rate (ADR), and Revenue Per Available Room (RevPAR) data to analyze the performance of Preferred Hotels & Resorts member properties – the HVS study found Preferred properties outperformed their competitive sets across all three categories over the three-year period studied (2022-2024) when analyzing occupancy and ADR.

The U.S. Performance Report highlights the extent to which independent hotels thrive in the areas of occupancy and ADR while benefiting from significant cost savings when affiliating with Preferred Hotels & Resorts – a result of the brand’s industry-leading performance.

Key Findings:

• The report cited resort hotels to be the strongest relative performers, with Preferred-affiliated hotels ranging from 136% to 139% RevPAR Index versus their competitive sets. Both occupancy and ADR drove the overperformance – with transient share benefiting from superior ADR and occupancy, while group performance was driven more by ADR premiums.

• Primary market hotels affiliated with Preferred Hotels & Resorts also excelled – according to the findings – reporting a RevPAR Index ranging from 111% to 119% driven consistently by ADR premiums. In this category, transient occupancy also performed especially well – while being able to maintain a high ADR supported by the continually growing base of high-value I Prefer Hotel Rewards loyalty program members – with 6 million travelers enrolled globally and a member rate consistently ranking among the top performing revenue drivers.

• Additionally, Preferred-affiliated hotels in secondary and tertiary markets indicated outsized RevPAR indexes, ranging from 102% to 107%. Similar to other categories, these hotels were able to command premium ADRs and a very strong delivery in the group segment.

• The study also showed that Preferred Hotels & Resorts’ cost to hotels equate to less than 1.7% of gross rooms revenue, on average, as compared to the roughly 11% of gross rooms revenue charged by other luxury, upper upscale, and upscale brands. ... Read the whole articles here (paying members only) / Become member here

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Daily, our editors dispatch bulletins detailing new job vacancies, projects, and industry shifts, including hotel launches, expansions, strategies, and market trends.

We recognize that numerous long-standing, senior-level members utilize these bulletins as conversation starters, reaching out to hotel chains and potential employers, sometimes with unsolicited applications and messages. LHN endorses such proactive engagement. It's an excellent, informal method to gain early interest from prominent hotel groups and upcoming projects, indicating your interest and broadening your opportunities for intriguing interviews or discussions about potential roles, particularly at the upper echelons of management.

Our editors also keep these proactive efforts in mind, shaping many bulletins to cover "new openings, new projects, and new market developments."

While membership spots for 2025 I 2026 are limited, it's not too late to renew.- Read more her

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