Twenty-eight new properties join the global network
Preferred Hotels & Resorts is continuing to expand its portfolio, with 28 new member properties joining in the third quarter of 2026.
According to a statement published on 27 October, this represents the highest number of properties added in a single quarter since 2024.
The new members have joined the brand’s various collections, including Legend, L.V.X. and Lifestyle, which bring together properties with distinct positioning and guest experiences.
“The addition of 28 new properties in a single quarter, our largest quarterly expansion since 2024, marks an important milestone in the continued growth of Preferred Hotels & Resorts,” said Lindsey Ueberroth, the group’s Chief Executive Officer.
According to figures provided by the brand, the Preferred Hotels & Resorts portfolio now comprises more than 650 properties across 80 countries.
Unlike traditional hotel development based on opening new properties under a common brand, this growth primarily involves bringing existing hotels into a commercial representation and distribution network.
The announcement does not detail the commercial terms of these new affiliations.
From Madrid to the Maldives: properties with very different profiles
Among the new members is UMusic Hotel Madrid, a 130-room-and-suite lifestyle property directly connected to the restored 898-seat Albéniz Theatre.
This configuration illustrates the combination of accommodation, cultural programming and entertainment, which has become a differentiating feature for certain urban hotels.
In Italy, Palazzo Trezza, which opened in spring 2026 in Verona’s historic centre, has joined the L.V.X. collection.
Housed in a restored Renaissance residence, the 11-suite property focuses on an intimate format and an experience rooted in local heritage.
In the Maldives, Diamonds Thudufushi has joined the Lifestyle collection.
Located on a private island in South Ari Atoll, the all-inclusive resort comprises 69 villas and accommodation units distributed between the beach and lagoon.
In the United States, Washington Duke Inn & Golf Club, in Durham, North Carolina, has joined the L.V.X. collection following a multi-year refurbishment programme.
The property features 271 rooms and suites, alongside an 18-hole championship golf course.
In Asia, THE FUJIYA HOTEL, in Hakone, Japan, brings a historic property dating back to 1878 to the network, with 120 rooms and suites.
In China, HOTEL BANOV TOWNSCAPE WUHAN, housed in a 1910 Neo-Renaissance building, has also joined the L.V.X. collection, offering 45 rooms and suites.
These examples demonstrate the diversity of the properties being incorporated, ranging from small heritage hotels to resorts and larger urban establishments.
A stronger presence in Europe, including Paris
Europe accounts for a significant proportion of this latest wave of affiliations.
In France, Hôtel California Paris has joined the Lifestyle collection.
Spain is represented by UMusic Hotel Madrid, as well as BLESS Barcelona and Bless Ibiza The Site, both of which have joined the Legend collection.
In Italy, Preferred Hotels & Resorts has welcomed properties including Palazzo Trezza, Almar Timi Ama Villasimius in Sardinia and Ville Sull’Arno in Florence.
Germany has several new members, including Hotel Burg Schwarzenstein, Hotel Kö59 Düsseldorf, Maison Messmer, Parkhotel Bremen and Wald.Weit Rheingau Hotel & Retreat. These German properties should not be confused with Grand Tirolia Kitzbühel, which is located in Austria.
In the Netherlands, De Plesman Hotel The Hague has joined the Lifestyle collection, while Ireland is represented by St. Helen’s Hotel in Dublin.
Iceland is also part of this expansion, with 360 Hotel Boutique Hotel and Spa in Selfoss.
International expansion without standardising individual properties
Beyond Europe, the new affiliations include several properties in tourism destinations and developing markets.
Palais Jamai, located in the medina of Fez, Morocco, has joined the Legend collection.
Nobu Hotel Los Cabos, in Mexico, and Wymara Resort + Villas, in the Turks and Caicos Islands, strengthen the network’s presence in coastal resort destinations.
In Asia, the group has welcomed properties including Nuju Uluwatu in Bali, The Leela Coorg Forest Sanctuary in India and Tonino Lamborghini Hotel Chengdu in China.
This diversity reflects the positioning of Preferred Hotels & Resorts: providing international visibility to properties that retain their architectural characteristics, commercial identity and local connections.
LTH Analysis | Affiliation as an alternative to major integrated hotel brands
The addition of 28 properties in three months illustrates the role played by representation networks within the international hotel industry.
For independent owners and operators, choosing an affiliation generally involves a strategic trade-off.
On the one hand, independence allows owners to retain control over their property’s identity, positioning and operational decisions.
On the other, access to international markets, distribution networks and loyalty programmes requires increasingly substantial commercial and technological resources.
Preferred Hotels & Resorts addresses this challenge by bringing independent properties together within a shared network.
Its I Prefer Hotel Rewards programme claims more than six million members and offers benefits at more than 700 participating hotels and resorts worldwide.
For an independent property, the potential benefit lies in gaining access to this customer base and strengthening its visibility in international markets.
However, this strategy has limitations that should be distinguished from announcements of portfolio growth.
The number of new affiliations alone does not indicate the network’s economic contribution to the performance of individual hotels.
Relevant indicators would include the proportion of bookings generated through Preferred channels, their distribution costs, the loyalty programme’s contribution and changes in revenue per available room (RevPAR).
These figures have not been disclosed in the announcement.
Nevertheless, the diversity of the 28 newly affiliated properties provides an indication of the network’s intended positioning: bringing together very different hotel assets through a shared commercial platform without imposing a uniform brand identity.
In an environment where major hotel groups are also expanding their soft-brand collections and conversion solutions, the ability to preserve individual hotel independence while providing commercial reach remains a central argument for owners.
The next challenge will therefore be less about the number of affiliations alone and more about the network’s ability to demonstrate their lasting contribution to the commercial performance of its members.
At a Glance
Company: Preferred Hotels & Resorts.
Period: Third quarter of 2026, from 1 July to 30 September.
New member properties: 28, the largest quarterly addition since 2024.
Global portfolio: More than 650 properties across 80 countries.
Featured additions: UMusic Hotel Madrid, Palazzo Trezza, Diamonds Thudufushi, Washington Duke Inn & Golf Club, THE FUJIYA HOTEL and HOTEL BANOV TOWNSCAPE WUHAN.
French addition: Hôtel California Paris.
Collections: Legend, L.V.X. and Lifestyle.
Loyalty programme: I Prefer Hotel Rewards, with more than six million members.
Business model: International representation and distribution for independent hotels.
LTH perspective: Independent hotels continue to seek access to global commercial platforms while retaining their individual identity.
