Preferred Hotel Group is making a play for the fast growing multigenerational segment, CEO Lindsey Ueberroth told a press conference of journalists during the International Luxury Travel Mart (ILTM). Citing numerous statistics from a survey the company commissioned, Preferred Family is being expanded and will incorporate over 250 certified hotels. Among the benefits is a 50 percent discount on a second room. Each hotel must meet criteria regarding offerings for infants to teens across five different categories: Amenities, facilities, programs, services, and entertainment.
Destinations range from domestic hot spots such as Orlando to numerous resort destinations, and include top tier properties such as Montage properties in Laguna Beach, Beverly Hills, and Park City, as well as the Windsor Court in New Orleans, five resorts in Hawaii, The Grand Del Mar in San Diego (pictured), and four hotels in New York City.
Many of those surveyed were interested in international multigenerational vacations and to that end there are over 30 properties in Asia/Pacific, 14 hotels and Paris, eight in London alone, and 15 throughout Italy. Ueberroth said all areas were places families were interested to visit. In addition to the discounts on rooms Ueberroth said there are experiential offerings from culture to sports and even cooking classes. As an example, the family can learn the ancient art of fan painting while in Ireland the entire clan can go river fishing with an expert guide.
A separate product that Ueberroth believes will be of interest to families is Preferred Residences, which will offer villas that are part of resorts.