NEW YORK— Preferred Hotels & Resorts Worldwide last night welcomed the Saint Regis and its sister hotel based in London into the fold. This move is indicative of a strategy the brand is executing to bring more prestige to its name. In fact, the number of members currently under the Preferred Hotels & Resorts Worldwide brand has increased by 14% in the past few months. As far as profits generated as a result, the brand has experienced a 10% increase in activity over the past few months. However, its properties have decreased room rates by 9% in that same period. Other new marketing strategies to gain more name-recognition across the globe include releasing a Preferred Directory hardcover book with expanded photography, regional maps and more distribution material, along with launching a new approach to the organizations regular magazine that will now include more columns featuring a greater number of hotels.
