Japan’s Tokyu Hotels is the launch partner of Preferred Hotels & Resorts’ new loyalty platform I Prefer Alliance.
The platform allows independent hotels to offer I Prefer Hotel Rewards to members of their own guest programmes.
The company calls it a ‘straightforward point exchange structure’ enabling independent partner hotels to offer their respective loyalty members access to more than 650 additional destinations in the Preferred Hotels network.
Tokyu Hotels has 44 properties across Japan and operates the Comfort loyalty programme.
Its 700,000 guest members get two Tokyu Comfort Points for every US$1 spent on net room reservations via PreferredHotels.com.
I Prefer members can also redeem for stays at 19 participating Tokyu hotels which include four Preferred member hotels in Tokyo, Nagoya, and Kyoto.
"I Prefer Alliance was created to provide independent hotels with the flexibility to personalise their own programs in a way that would help drive more loyalty from their current members," said Jeri Salazar, Preferred Hotels VP of loyalty.
"We look forward to integrating more hotel partners into I Prefer Alliance globally in the months ahead."
The Preferred Hotels network spans 650 locations in 85 countries.
