In a world where experience trumps extravagance and authenticity outshines opulence, Preferred Hotels & Resorts is carving a distinct path in the luxury hospitality space. At the forefront of this evolution is Seema Roy, Area Managing Director for South Asia, Middle East & Africa, whose leadership has been instrumental in shaping the brand’s presence across dynamic and emerging markets.
Since joining the company in 2010, Roy has been pivotal in amplifying brand visibility and positioning Preferred Hotels & Resorts as a go-to name for travelers seeking the extraordinary.
In an exclusive conversation with EVENTFAQS Media, she shares key insights into what differentiates the brand, its future-focused expansion plans, and how it’s supporting the ever-evolving needs of event planners, wedding designers, and independent hoteliers across continents.
Preferred Hotels & Resorts is one of the world’s largest independent hotel brands. What sets it apart from other luxury hospitality groups?
In today’s experience-driven travel landscape, Preferred Hotels & Resorts champions a model where individuality and global reach are closely intertwined. As the world’s largest independent hotel brand, representing over 600 properties across more than 80 countries, we empower hotels to stay true to their unique identity, while offering them access to world-class sales, marketing, distribution, and loyalty infrastructure.
Our curated Collections—Legend, L.V.X., Lifestyle, Connect, and Preferred Residences—help travelers find properties aligned with their style and personal preferences. We maintain rigorous quality standards, including in-person inspections, while still allowing member hotels creative freedom. Through the I Prefer Hotel Rewards program, the world’s largest loyalty program for independent hotels, we enable stand-alone properties to build strong guest loyalty and compete globally without sacrificing authenticity. At a time when the demand for experience-driven travel is at its peak, Preferred Hotels & Resorts offers a rare combination of independent spirit backed by trusted global support and infrastructure.
Preferred Hotels & Resorts spans over 80 countries. What are your key focus markets for expansion in the coming years?
We’re seeing growing demand for culturally immersive, off-the-beaten-path travel. Affluent travelers are increasingly drawn to secondary cities and nature-based retreats that offer authenticity and a deeper connection to local culture, cuisine, and craftsmanship. In response, Preferred Hotels & Resorts is expanding in emerging destinations, curating exceptional properties that reflect this shift.
From the Himalayan charm of The Claridges Nabha Residence to the Nordic allure of The Hotel Maria in Finland or the wellness haven of Lefay Resort & SPA Dolomiti in Italy, we’re focused on experiences that go beyond the expected. Simultaneously, demand for ultra-luxury travel continues to rise. Our expansion of the prestigious Legend Collection reflects this, showcasing iconic properties such as The Mark in New York, Passalacqua in Lake Como, The Alpina Gstaad in the Swiss Alps, and The Leela Palace Hotels across India—properties defined by world-class service, exquisite design, and transformative experiences.
Looking ahead, digital innovation and personalization will be key. Through I Prefer and data-driven insights, we’re enhancing guest journeys and guiding strategic growth where luxury meets individuality.
Are there any new partnerships or initiatives that will redefine Preferred Hotels & Resorts’ presence in emerging markets?
Preferred Hotels & Resorts is actively pursuing strategic partnerships to expand our footprint in emerging markets, particularly in Asia-Pacific, Africa, Latin America, and parts of Eastern Europe. We’re collaborating with regional hospitality groups, tourism boards, and destination management companies to identify and support properties that align with our brand values of authenticity, luxury, and individuality.
Our focus is on culturally immersive destinations, secondary cities, and immersive retreats that appeal to today’s experience-driven travelers. Through these partnerships, we provide infrastructure support, marketing expertise, and access to global distribution, allowing independent properties to scale without losing their local essence.
We’re also making significant investments in technology to enhance international visibility and traveler engagement for our member hotels, including the launch of our new Travel Advisor Portal, designed to streamline bookings and provide valuable support to our global network of travel advisors.
Given that events and weddings rely heavily on the hospitality industry, how does Preferred Hotels & Resorts cater to these needs and foster strong relationships with the B2B community, including travel agents, corporate clients, and event planners?
Events and celebrations are a key focus area for Preferred Hotels & Resorts. We support planners and B2B partners by providing access to a diverse portfolio of independently owned luxury hotels that offer bespoke venues, tailored experiences, and cultural authenticity—ideal for large-scale corporate events.
We maintain close relationships with travel advisors, corporate buyers, and event professionals through dedicated sales teams, targeted roadshows, global trade events, and digital platforms designed for easy property discovery. Sustainability, personalization, and exclusivity are central themes across our offerings, which are qualities increasingly prioritized by modern clients. Our I Prefer Planner Rewards also incentivises repeat business and loyalty within the MICE space. Ultimately, we act as a bridge by connecting planners to truly distinctive, independently spirited venues worldwide.
What strategies does Preferred Hotels & Resorts employ to help independent hotels maximize occupancy and revenue? Additionally, how do you measure the return on investment (ROI) from your partner hotels?
Preferred Hotels & Resorts offers a strategic suite of revenue-enhancing solutions tailored specifically for independent hotels. We support member properties through dynamic distribution strategies, global sales representation, targeted digital marketing, and data-driven pricing tools. Our team works closely with each property to optimize channel mix, increase direct bookings, and drive market-specific demand through personalized campaigns.
Our access to corporate, leisure, and group travel segments also provides diversified revenue streams. To measure ROI, we track key performance indicators such as revenue generated through Preferred channels and contribution to total room nights.
Beyond tangible metrics, we deliver significant value by amplifying our brand and member hotels’ visibility through global marketing, public relations, and storytelling. We also focus on driving guest retention and loyalty through the I Prefer loyalty program. Additionally, our robust Alliance Partner program—which includes trusted brands such as SIXT, Forbes Travel Guide, and Amadeus—provides added value and cost efficiencies for members. This holistic approach allows our member hotels to compete effectively with larger chains, while preserving their independence and unique identity.
As a key differentiator for Preferred Hotels & Resorts, what exclusive benefits does the I Prefer Hotel Rewards program offer its members?
The I Prefer Hotel Rewards program is a cornerstone of our brand, designed to foster loyalty across our global network of independent hotels. As the world’s largest points-based loyalty program for independent properties, it offers travelers a unified, rewarding experience without the rigidity of traditional brand standards.
Members enjoy benefits such as points for every eligible stay, exclusive member rates, priority early check-in and late check-out, complimentary room upgrades (when available), and personalized stay preferences. What sets I Prefer apart is its flexibility and authenticity—it celebrates individuality while delivering a consistent value proposition. Through the I Prefer app and website, members can discover and book unique properties that match their tastes, whether it’s a boutique hotel in Tokyo or a luxury estate in Tuscany.
Sustainability is increasingly important to event/wedding planners. How does Preferred Hotels & Resorts incorporate sustainability within its member properties?
As sustainability becomes a key priority for event planners, especially among millennial and Gen Z clients, Preferred Hotels & Resorts continues to champion conscious hospitality across its global portfolio. Independent hotels are uniquely positioned to lead in this space, blending eco-conscious practices with local culture and personalized service to create truly meaningful events.
Through our GIFTTS program (Great Initiatives for Today’s [Tomorrow’s] Society), we annually spotlight member hotels making standout contributions to sustainability, philanthropy, and community impact. From green event infrastructure and energy-efficient design to farm-to-table dining and carbon tracking tools, our hotels are committed to reducing their environmental footprint.
Preferred Hotels & Resorts’ sister brand, Beyond Green, offers a collection of properties that meet globally recognized sustainability standards—ideal for planners seeking responsible luxury, whether on the California coast or at a historic castle in Ireland. Complementing this, our broader company Climate Action Plan sets measurable goals to lower emissions and build climate resilience across the Preferred Travel Group portfolio.
How do you see the luxury hospitality industry evolving in the next five years?
Over the next five years, the luxury hospitality industry will continue shifting to one defined by purpose, personalization, and emotional resonance. According to The Luxury Travel Report by Preferred Hotels & Resorts, modern luxury travelers prioritize authentic experiences, cultural immersion, and sustainability—often over traditional markers of opulence.
Privacy, flexibility, and time are becoming the new currency of luxury, reflected in the rising demand for exclusive-use villas, regenerative wellness retreats, and slow, intentional travel. Luxury travelers are also turning away from sameness in design, service, and experience with nearly 70% saying modern luxury hotels have lost their soul to standardization.
The rise of dupe culture and algorithm-driven itineraries has fueled a wave of “destination disillusionment,” where cities and stays feel indistinguishable. In response, travelers now crave the unrepeatable: places that excite, environments that surprise, and experiences rooted in individuality. Independent hotels—at the forefront of the Anti-Beige Movement—are uniquely positioned to lead this evolution, redefining luxury through bold design, cultural storytelling, and deeply personal hospitality.
