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The Post Ranch Inn in Big Sur, Calif., The Mark in New York, and the Grand Hotel Tremezzo in Italy’s Lake Como are among the most upscale hotels worldwide. Big brands they’re not, and each has a unique DNA. But these properties all stand out for their exceptional service, high prices, and enviable settings. They’re also all part of Preferred Travel Group, the largest independent hotel brand globally.
Similar to many of the properties in its portfolio, the company is a family-owned brand that’s operated by the Ueberroth family with chief executive officer Lindsey Ueberroth at the helm.
Preferred Travel Group is a leader in sustainable tourism and launched a collection of green hotels in 2021. At a time when many smaller properties are closing or being snapped up by large hotel conglomerates, the company continues to champion independent entities and has seen robust growth in business amid the pandemic. According to Ueberroth, bookings increased more than 38% in 2022 compared with the year before, while revenues increased last year by 10% from 2019.
“We connect travelers to a luxury hospitality experience, but at the same time, no two properties are alike. You pick your accommodations based on your travel style,” Ueberroth says. “It’s a concept that has resonated with travelers in the last two years, and our hotels have seen an increase in profitability across the board.”
Ueberroth speaks with Penta about how hotels have changed since the pandemic, what it means to be sustainable, and the characteristics of a memorable stay.
PENTA: How do you maintain some uniform standards across your portfolio while still allowing the hotels to operate as independent entities?
All member hotels have pledged to adhere to quality standards that ensure a consistent experience as it relates to facilities and services. We monitor performance through an online management tool that aggregates consumer reviews via TripAdvisor and commentary across social media channels. We also do anonymous site inspections twice a year where we give quality assessment scores.
Your company has made sustainability a big priority in recent years. What are some of your green initiatives?
In the wake of climate change and as we rebound from the pandemic, we recognize that our travel choices matter and think that it’s increasingly vital to protect the environment.
We launched Beyond Green in 2021, which is a group of hotels that embody sustainability.
Also, last December, Preferred Travel Group became a signatory on the Glasgow Declaration on Climate Action in Tourism—this recognizes the increased urgency of climate action in tourism and commits to accelerating the company’s sustainability goals with a corporate climate action plan for implementation by September.
Post Ranch Inn in Big Sur, Calif., a Preferred Travel Group property. Preferred Travel Group
What does it mean to have a green hotel?
It means minimizing a property’s environmental impact. One big way is by limiting or cutting out single-use plastics, which rely on fossil fuels. Beyond Green properties use no plastic water bottles at all, for example. Buying local produce and products and hiring locals are other key features of a green hotel. These properties also support the local culture by offering excursions and activities where guests get a perspective of a destination’s heritage. This could mean cooking classes in authentic food, enjoying music and dance concerts and local arts.
Do you think that travelers increasingly consider sustainability when picking a hotel?
Yes. Demand for more sustainable experiences across the travel industry has been on the rise for years and surged exponentially during the pandemic, when travelers had the opportunity to reconsider the impact of their trips on the people and places they visit. Travelers have also become savvier about sustainability and have in turn demanded more transparency from the companies they support.
How have luxury hotels changed since the pandemic?
In the past hotels went out of their way to hide cleaning and safety protocols because that took away from the “magic” of hospitality. Now, they put them out there to reassure guests, and I believe that these new cleaning and safety measures are permanent.
The use of new technology like QR codes, in-room technology, remote check-in, or mobile apps to communicate with the hotel is also here to stay—not as a replacement for human interaction but as an option for the guest to choose how and when they want to interact with the staff.
Finally, redesigned rooms and common spaces to accommodate the “bleisure” or work remote phenomenon is also here to stay.
Retaining staff and maintaining service standards has been a challenge for luxury hotels. Are these still challenges today?
Both are ongoing struggles for many of our hotels globally and for our industry in general. The hospitality industry was one of the hardest hit during the pandemic, and with the intense rebound of luxury travel over the last year, hotels and resorts have to balance meeting customer demands with less staff. As a result, properties are getting more creative about who and how they hire and looking outside of the traditional areas they used to recruit.
What’s the hallmark of a great hotel and a great hotel stay?
When you leave wishing you had at least one more day and can’t wait to tell your friends or family about your experience. When staying at a luxury hotel, you expect a great room, amenities, and service. The magic hinges on the staff providing excellent and anticipatory service like remembering how I like my coffee or cocktail, having the umbrella ready to go at the first sight of rain or remembering my child or dog’s name if I am a repeat guest. The other hallmark is one or two unique elements that you can only experience at that property—a one-of-a-kind meal, perhaps, or a special turn down.
This interview has been edited for length and clarity.
20 Minutes With: Preferred Travel Group CEO Lindsey Ueberroth
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