Preferred Hotels Counters Marriott and Hilton’s Soft Brand Blitz

As Marriott, Hilton, and other major hotel groups race to add independent hotels to their growing soft brand collections, a smaller rival is pitching itself as a better alternative.

Preferred Hotels & Resorts has spent the past five years expanding its portfolio in an increasingly crowded luxury space.

Preferred, which represents more than 600 independent properties, said its loose-touch model offers hotels a way to tap global distribution networks without the long-term commitments, higher costs, or confusing brand proliferation that come with a major chain's portfolio.

The pitch comes as competition for independent hotels has intensified. Hilton unveiled its 25th brand this month, a soft brand called the Outset Collection targeting upscale independents. Marriott launched its sixth soft brand in September, the Outdoor Collection by Marriott Bonvoy. Both giants are betting that travelers want properties that feel unique, while owners want the booki