Preferred Hotel Group’s 2007 Annual Conference Shines the Spotlight on Global Trends, Creative Identity and Charitable Works
CHICAGO – November 29, 2007 – Preferred Hotel Group’s 2007 Annual Conference
“Visione,” held in Rome, Italy November 4-7, 2007 at the Grand Hotel Parco
dei Principi served as a platform for a series of unveilings, including
creative updates of the Sterling and Summit brands, as well as a new image
campaign for the global guest benefits program, I Prefer™.
Among the 338 attendees were 190 hoteliers representing 147 member hotels,
who joined with PHG executives and alliance partners for a series of meetings,
networking and social events. The first morning attendees were treated
to an official welcome by the Deputy Mayor of Rome, Mrs. Mariapia Garavaglia.
Additionally, a number of global trends and statistics were discussed
during several general sessions conducted by industry experts including
Peter Yesawich of YPartnership and Jim Taylor of the Harrison Group. Notable
excerpts included:
- The U.S. looks poised to see an increase in luxury travel as well as business travel due to favorable exchange rates.
- A downturn in residential real estate has the potential to translate into an increase in travel, particularly in the leisure segment, using funds consumers might otherwise be setting aside for a housing payments.
- The travel industry is experiencing a marked increase in luxury business from the rapidly developing BRIC nations – Brazil, Russia, India and China. Among the topics of discussion was the importance for hotels worldwide to understand the particular needs of these markets, and to orient service offerings to them.
I Prefer Gets a New Look
A new image campaign was unveiled for I Prefer, which rewards guest loyalty with exclusive benefits at Preferred Hotel Group member hotels throughout the world. Featuring a tempting chocolate cupcake in a silver foil wrapper and topped with silver dragees, the new image represents the program’s focus on individuality, choices, and indulgence. It will be launched in a series of advertisements, as well as marketing and guest collateral materials.
Summit and Sterling: New Creative Directions
The Summit and Sterling brands each unveiled a new look during a series of individual brand focused breakout sessions. Both concepts showed a clear evolution of their respective brands with Summit receiving a mature, focused look that speaks to the aspirational traveler. The new color palate of deep jewel tones and images of authentic travel experiences celebrates the notion of global diversity and local “luxury.” Sterling’s new look took on a more playful tone; with images that promote the brand’s personality. The color scheme of light blue, white and brown provide a fresh, clean contemporary theme that conveys the idea of “affordable quality.” Both brands will debut their new creative identities in early 2008 via directories, advertising, web sites and collateral materials.
GIFFTS Recognition Ceremony
Brooke Ueberroth, Vice President, Communications, and Sarah Clark, Vice President of Corporate Communications presided over the second annual GIFFTS Recognition Ceremony, singling out member hotels and partners who have distinguished themselves through significant philanthropic, community and environmental work. Receiving the company’s Pineapple Award for philanthropic endeavors were The Townsend Hotel, Royal Plaza on Scotts and Red Carnation Hotels. RockResorts, WaterColor Inn and Resort, and Bogotá Plaza Summit Hotel were recognized for their commitment to the environment, and community service awards went to the Montage Laguna Beach, Stein Eriksen Lodge, and Turtle Bay. The Hotel Derek was honored for their inspiration of “The Giving Room” with a Pineapple Award for Program of the Year. To further their support of a selected charity or program, the Ueberroth Family Foundation pledged a donation of $5,000 to each award winner.
The ceremony also recognized the 17 hotels that participated in GIFTTS’ first-ever consumer program, “The Giving Room”. The program, through which participants pledged to set aside 10% of the three-month revenue of one designated suite to the hotel’s charity of choice, resulted in total contributions of almost $20,000 – donations were matched by the Ueberroth Family Foundation – to worthy organizations around the world such as UNICEF and International Oxfam.
Next year, Preferred Hotel Group will be holding their annual conference at the spectacular Secrets Maroma Beach, an exquisite new luxury resort opening in 2008 on the Riviera Maya in Mexico.
About Preferred Hotel Group
Preferred Hotel Group is a global leader in the hospitality industry, delivering high-performance sales, marketing, and technology solutions to 600+ independent hotels and resorts in more than 65 countries. Its family of brands represents a collection of the finest hotels in the world and includes Preferred Hotels® & Resorts, (www.preferredhotels.com); Preferred Boutique (www.preferredboutique.com); Summit Hotels & Resorts (www.summithotels.com); and Sterling Hotels (www.sterlinghotels.com), and now Historic Hotels of America (www.historichotels.org). For more information please visit www.preferredhotelgroup.com
In September 2007, the company entered the luxury real estate market with the launch of Preferred Residences – a membership and exchange program for luxury shared ownership resorts that provides an exceptional level of service and amenities. Properties are held to exacting standards derived from the same Preferred Global Standards of Excellence™ on which the company has built its 40-year heritage in the hospitality industry. For more information please visit www.preferredresidences.com.
CONTACT: Nichole DiBenedetto / Laura Mooney
Middleton & Gendron, Inc.
+1 (212) 980-9231 / +1 (212) 980-9232
EMAIL: ndibenedetto@mg-pr.com
/
lmooney@mg-pr.com
For high-resolution imagery of our properties, please visit the Preferred Hotel Group Image Library at www.preferredhotelgroup.com/press.htm.
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