Proof of performance is a concept that Preferred Hotel Group takes seriously, especially when it comes to its annual co-operative marketing programmes. Revenue-generating, return on investment-backed programmes and innovative niche marketing plans like Family Ties have proven to be a winning combination for member hotels, generating in excess of $43,000,000 (£23,365,500) year to date.
Since 2005, Preferred Hotel Group has offered participating member hotels a guaranteed ROI on the City Breaks and Resort Escapes programmes designed to "put heads in beds". Initially pegged at 2:1, the ROI guarantee increased to 5:1 in 2006, significantly upping the ante for measurable performance. This year, member hotels have the potential to reap the greatest rewards yet, up to $57,500 (£31,240) on an investment of $11,500 (£6,250). If a hotel meets the eligibility requirements for the ROI guarantee, but doesn't achieve a 5:1 return, then Preferred Hotel Group will credit their initial investment.
With nearly 80% of eligible participating hotels already achieving their ROI for 2008, it seems very likely that the percentage will edge even higher in the fourth quarter. In fact, 53% of hotels have already earned an ROI of 10:1 with 10% of qualified hotels earning an ROI of 50:1. Keio Plaza Hotel Tokyo is the frontrunner by a wide margin with an ROI of 255:1 YTD on revenues of $1.6 million (£870,000).
"Without a doubt these programmes work, creating a win-win scenario for our brands and member hotels," said Michelle Woodley, Senior Vice President, Global Marketing Strategy. "With each new milestone, we set the bar higher working to add more value, drive increased business, or reach new markets."
Preferred Hotel Group also believes in the value of connecting niche travellers with their various brands. Two such programmes are Family Ties and Weekend Escapes, both on offer since January 2008. Showcasing signature family-friendly packages, Family Ties offers multi-generational guests memorable experiences. At Cape Sounio Grecotel Exclusive Resort in Sounio, Attica, kids can enjoy two Jean-Michel Cousteau activities such as a Kayak and Snorkeling Exploration plus a welcome gift and free movie whilst parents can indulge with a 10% discount on all spa treatments.* In Paris, at the 19th-century Hotel Balzac, the package includes daily continental breakfast, upgrade in suite and room upon availability and VIP welcome kit for kids with surprise gift.**The programme has been enthusiastically embraced by travellers worldwide, indicating that family travel is as strong a segment as ever.
Weekend Escapes, a programme exclusive to Preferred Hotels® & Resorts and Preferred BoutiqueTM, targets the sophisticated traveller who is short on time by offering a 10% discount on a weekend reservation of three nights or more. From Castille Paris, a beautiful property boasting 18th- century Parisian architecture, to the elegant Excelsior Grand Hotel Malta in Marsamxett Harbour in Floriana, Weekend Escapes offers travellers a beguiling selection of city and resort getaways from Madrid to Miami. Guests have responded enthusiastically to the new programme, spending nearly $500,000 (£271,700) at participating properties in the first seven months of 2008 alone.
Looking ahead, 2009 promises to be another productive year with the introduction of two new signature programmes, Weddings and Celebrations. Innovative in its approach, Weddings extends the magic of the moment for a whole year. Guests who book their wedding through this programme will receive a complimentary two-night stay to commemorate their first anniversary. Celebrations targets the ever-expanding audience of multi-generational guests who want to share extraordinary travel experiences to commemorate life's major milestones together, such as birthdays, graduations, and anniversaries.
Representing many of the world's most acclaimed and culturally authentic properties, Preferred Hotel Group member hotels and resorts offer unique and experience-driven travel through all marketing programmes.
In Autumn 2007, the company entered the luxury real estate market with the launch of Preferred ResidencesTM - a membership and exchange programme for luxury shared ownership resorts that provide an exceptional level of service and amenities. Properties are held to exacting standards derived from the same Preferred Global Standards of ExcellenceTM on which the company has built its 40-year heritage in the hospitality industry. For more information please visit www.preferredresidences.com.