Preferred Hotels & Resorts

Preferred Hotels & Resorts is an American collection founded in 1968 (originally Preferred Hotels of America), now owned by Preferred Travel Group. About 600 hotels in 85 countries in 2025, organized in five tiers (Legend, LVX, Lifestyle, Connect, Preferred Residences) based on style and price point. The I Prefer loyalty program is free to join and earns points per stay. Among soft brand collections, Preferred sits in the middle ground: less editorial than Design Hotels or Relais & Châteaux, but more geographically diversified than LHW, with particular strength in Asia and Latin America. For travelers, it's a useful label for finding regional palaces that retain independent operation but plug into global distribution.