Preferred Hotel Adds 19 Luxury Hotels Across 12 Countries
Preferred Hotels & Resorts kicked off 2025 by welcoming 19 new member properties to its global portfolio, reinforcing its position as the world’s largest independent hotel brand. Between January and March, the company added landmark addresses in Europe, North America, Latin America and Asia, bringing fresh luxury offerings for every kind of traveler. Lindsey Ueberroth, Preferred’s CEO, said the expansion underscores the brand’s commitment to delivering diverse experiences: “This strategic expansion in 12 countries highlights our dedication to providing a range of luxury stays that cater to every traveler’s desires, forming a solid foundation for growth and momentum throughout the year.”
Among the new Legend Collection entries is Andronis Luxury Suites in Santorini, which will complete a full transformation in May 2025. Perched above the island’s caldera cliffs, the 39-suite retreat will unveil private infinity pools, hot tubs and a Greek-style taverna alongside an upgraded Mare Sanus Spa. Also joining the Legend lineup is Al Habtoor Palace in Budapest, which brings palatial grandeur to Hungary, and Das Edelweiss Salzburg Mountain Resort in Austria, where Alpine charm meets refined hospitality.
The L.V.X. Collection, known for its landmark properties and historic settings, now includes Boar’s Head Resort in Charlottesville, Virginia. Set on 600 acres at the foot of the Blue Ridge Mountains, the resort combines the restored 19th-century Birdwood Mansion with sporting pursuits such as falconry, axe-throwing and golf. Hotel Convent de las Missio in Palma de Mallorca also enters the L.V.X. fold, housed in a 17th-century convent and offering 27 adult-only rooms, an exclusive spa and a rooftop solarium.
For travelers seeking wellness and minimalist design, the Lifestyle Collection adds NÓR Hotel & Spa–Lifestyle Collection in Brazil’s São Roque region. Named for Nature, Origin and Refuge, this 33-suite retreat overlooks the Itapetinga Mountains and features private decks, fireplaces and Nordic-inspired décor. Bellerive Lifestyle Hotel on Lake Garda in Salò, Italy, and Hotel Château Gütsch overlooking Switzerland’s Lake Lucerne also join as Lifestyle Collection properties, each offering serene lakeside escapes. In Taiwan, The Archipelago debuts as a beachfront Lifestyle property on Wushih Harbor, boasting 285 rooms with balconies framing panoramic sea and mountain views.
North American additions include Elevation Convening Center & Hotel in Montgomery, Alabama, designed for hybrid meetings and leisure, and Hotel Phoenix Centennial Yards in Atlanta, which brings boutique style to Georgia. Florida’s PGA National Resort in Palm Beach Gardens has joined the L.V.X. Collection, adding world-class golf and spa amenities to Preferred’s lineup. In Mexico, Las Brisas Merida in Yucatán joins the Lifestyle Collection, offering colonial charm and modern comforts in the heart of Merida.
Istanbul’s Opera Hotel Bosphorus enhances the Lifestyle Collection with its Bosphorus views and cultural proximity, while OROS Luxury Beach Resort in Rethymno, Greece, expands the L.V.X. footprint with beachfront elegance. Back in Italy, Armani Hotel Milano and The First Musica in Rome enter the Legend and L.V.X. Collections, respectively, delivering design-driven luxury in two of Europe’s most iconic cities. Charleston, South Carolina, welcomes The Cooper–Legend Collection and its adjacent residences, blending Lowcountry heritage with contemporary style.
To celebrate these openings, Preferred’s I Prefer Hotel Rewards members—both new and existing—can earn 2,500 bonus points on stays at any of the newly joined properties. This offer applies to bookings made by June 30, 2025, for stays through September 30, 2025. Travel advisors are reminded to use the “PH” and “PV” codes when booking via GDS to ensure their clients—and themselves—receive the correct amenities and loyalty benefits. With this influx of acclaimed hotels and resorts around the globe, Preferred Hotels & Resorts has set the stage for an exceptional year of discovery and luxury travel.
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