How-To-Video |

I Prefer Alliance



At Preferred Hotels & Resorts, we are continuously seeking new ways to drive travelers to our member hotels and to encourage guest loyalty. With this in mind, we are pleased to introduce I Prefer Alliance, an innovative loyalty platform for partner reward programs and their members.

Our inaugural partner, Tokyu Hotels, is one of Japan’s leading hotel groups, with 44 properties and more than 700,000 Tokyu Comfort Members in its loyalty program. Tokyu Comfort Members can now can now earn and redeem points while staying at overseas hotels in our portfolio that participate in I Prefer Hotel Rewards, opening an entirely new guest stream. Through Tokyu Hotels’ I Prefer Alliance affiliation, all Tokyu Comfort Members will receive two Tokyu Comfort Points for every US$1 spent on net room reservations when they book a stay at an overseas hotel through a dedicated offer page on or voice reservations line.

In addition, I Prefer members visiting Japan can now earn 25 I Prefer Points per US$1 spent on net room reservations made through eligible channels, plus redeem I Prefer Reward Certificates at 19 participating Tokyu hotels. This is a valuable incentive for I Prefers Members, as they usually earn 10 I Prefer Points per US$1 spent.

We look forward to integrating more partners into I Prefer Alliance globally and to continue to grow I Prefer, already strong with three million members as the world’s largest global points-based loyalty program for independent hotels.

Learn more through the I Prefer Alliance FAQs.