Lindsey Ueberroth, who earlier this month became president
of Preferred Hotel Group, said on Tuesday that in her new role she would focus on
expanding into new markets, developing the group’s quality standards and gaining
better recognition of Preferred’s individual brands.
Preferred, which provides sales, marketing, technology and
distribution support for more than 800 independent hotels around the world, plans
to add properties, particularly in the Middle East, Russia and South America,
Ueberroth said. The company also aims to expand its presence in such U.S.
cities as Los Angeles and San Francisco, she said.
At the same time, the company plans to open more regional
sales offices. According to Ueberroth, it will soon open a sales office in
Shanghai and will later open one in South America.
Additionally, Ueberroth said the company soon would embark
on a campaign to promote better recognition of its individual brands, which,
besides the Preferred and Preferred Boutique brands, include the luxury Summit
Hotels & Resorts, the midprice boutique Sterling Hotels and Historic Hotels
of America. The company also might create new categories for hotels, she said, similar
to its collection of resorts that focus on golf. Hotels already with Preferred
might be shifted around as the company increases its focus on its quality
assurance program.
Preferred recently completed its switchover to Sabre
Hospitality Solutions’ SynXis central reservation system, Ueberroth said. The
two companies also will be working together on marketing and branding services.