Virgin Hotels indicated recently that they would launch a loyalty program but has now partnered with Preferred Hotels that has I Prefer.
Virgin’s Las Vegas property is part of Hilton’s Curio Collection, but all other currently open and likely future ones are part of Preferred’s L.V.X. Collection.
You can access Virgin Hotels here.
Preferred’s I Prefer guest loyalty program is about the worst in the business, giving members, on average, a free night for every 50 nights consumed (yes – you read it right).
Some Preferred Affiliated hotels may be part of other soft brands and have other loyalty affiliations.
It is unclear if Virgin Hotels plan to launch a proper hotel loyalty program on their own and associate with Virgin wide Virgin Red. However, they currently have “The Know” that allows those who book directly to score potential upgrades and other benefits.
Conclusion
Preferred Hotels must be able to provide distribution and other help for independent hoteliers or small chains because I Prefer certainly won’t draw bookings from consumers.
I recently had a chat with one GM whose property was part of Preferred and was not happy with the additional exposure it provided, essentially none.
