Preferred Hotels and Resorts might be the biggest hotel group you've never heard of.
TravelPulse Canada this week sat down with Terry McCollin, the company's executive director of public relations, to talk about a massive hotel company that a lot of folks probably don't quite understand.
"We have 780 hotels around the world in 85 countries," McCollin said. "Three hundred and fifty of those are in the U.S., Canada, the Caribbean, Mexico and Central America."
With so many travellers now booking trips on their own, the company is trying to broaden their brand awareness in consumer circles and go beyond their usual B2B base, McCollin said.
"That being said, B2B is where we make our money and it's very important. "The trade is very important to us. We have agent programs, training programs, incentives. Preferred rates for agents."
McCollin said Preferred Hotels and Resorts has 70 properties in Mexico, including Grand Velas, and that they're growing fast in Asia.
McCollin said there are only three in Canada (the Soho Hotel and Residences in Toronto and both the Hotel Gault and Hotel Monville in Montreal) but they're hoping to add more.
"People really want independent, boutique properties these days, and that's what we offer."
The first Preferred property was in Chicago and was set up by a group of hoteliers who wanted a referral network for independent hotels.
They now do business in every nook and cranny of the globe and are expanding steadily.
McCollin said hotels have to meet strict standards to become a Preferred property and stay as one. They're graded regularly on everything from communal areas to guest rooms.
But they're all independent, so it's not a cookie-cutter experience.
"We can't dictate the looks of a hotel, and we don't want to."
Scanning the company's website, you'll find some of the world's top properties on the Preferred Hotels and Resorts roster: The Montage Kapalua on Maui, Shutters on the Beach in Santa Monica, The SLS South Beach in Miami, Half Moon Resort in Jamaica, Cap Maison in Saint Lucia, The Grand Hotel Tremezzo on Lake Como, Hotel Keppler in Paris and many others.