Preferred Hotels & Resorts has launched a new brand website.

With careful consideration to the balance of form and function, the new visual forward, fully-responsive website has been deftly designed to draw more qualified traffic and make a quick, impactful connection between travellers and the brand’s global portfolio of 700 independent hotels worldwide.

“Luxury travellers expect a digital experience that is truly representative of the hospitality they would receive upon arrival at any one of our incredible hotel destinations.

“The online search and booking process should be easy, thoughtful, and rewarding,” said Preferred chief marketing officer Kristie Goshow.

“Like a great iceberg, it is what cannot be seen that will become the powerhouse of Preferred’s digital strategy going forward.

“As we continue to grow both our hotel destinations and consumer audiences, our investment in progressive technology is critical to the scalability of our digital efforts.”

As part of the redesign, Preferred Hotels & Resorts ensured that I Prefer Hotel Rewards – the world’s largest points-based programme for independent hotels globally – remained a focal point of the user experience.

To capture greater loyalty from leisure and corporate travellers alike, icons highlighting the benefits of I Prefer membership appear on every page alongside access to exclusive member rates.

Visitors to the site will also see that each member hotel is highlighted through large-scale, vibrant photography that is complemented by lively, expanded property guides.

Further, all hotels now have the opportunity to target visitors to the site through a variety of new merchandising opportunities on the enhanced homepage.

The revamped site will better capture consumers’ attention through informative destination tips; new filters that invite searches by destination, travel theme, type of property, and level of luxury; and an enhanced technical structure that translates seamlessly onto mobile devices, tablets, and desktop computers.