Preferred Hotels & Resorts Worldwide, a global brand of 120 of the world’s finest independent luxury properties, announced the winners of its seventh annual Marketing Awards of Excellence (MAX Awards), which recognizes outstanding marketing, branding and sales programs among the organization’s member hotels.
“Preferred’s Standards of ExcellenceTM quality assurance program ensures the highest levels of quality and service for a guest’s on-property experience at a Preferred member hotel. The MAX Awards encourages our members to strive for the highest standards and effectiveness in their sales, marketing and branding efforts as well,” says Rob Cornell, Managing Director of Preferred Hotels & Resorts Worldwide.
Preferred MAX Award winners for 2001 include:
á Hotel/Resort of the Year: The Houstonian, Houston, Texas (USA)
á Hotel/Resort Sales Team of the Year: Metropolitan Toronto, Toronto, Ontario (Canada)
á On-Property Branding: The Landmark, London (United Kingdom)
á Preferred Sales Associate of the Year: Heather Nelson (Chicago)
á Advertising: The Muse, New York, New York (USA)
á Direct Mail: Grand Hotel Huis ter Duin, Amsterdam (The Netherlands)
á Collateral: The Pines Lodge, Beaver Creek, Colorado (USA)
á Public Relations/Media Kit: The Peabody Orlando, Orlando, Florida (USA)
á Technology/Web Site: Resort Semiahmoo, Blaine, Washington (USA)
Five categories of the MAX Awards were judged and awarded by a panel of third-party hospitality, travel and marketing industry experts including Jeff Weinstein, Editor-in-Chief of Hotels magazine; Katherine Honan, Vice President of Linden Alschuler & Kaplan; Kyle Heath, Director of Marketing for the law firm of Foley & Landner and David McElwee of the Singapore Tourism Board. These categories included: Advertising, Direct Mail, Public Relations, Collateral and Web Site. Submissions were judged on the stated objectives of the program and the impact and results following implementation, the creation and execution of the program and the creative/design of the program, along with how well the Preferred brand was integrated.
The categories of Hotel/Resort Sales Team of the Year, On-Property Branding, Preferred Sales Associate of the Year and Hotel/Resort of the Year were awarded by Preferred senior management and based on pre-determined criteria.