As the hospitality industry begins to usher in the highly anticipated return to travel, Preferred Hotels & Resorts – the world’s largest independent hotel brand – is pleased to announce International Pineapple Week 2020, running from Saturday, June 20 through Saturday, June 27 (this year’s official International Pineapple Day).
The campaign is set to celebrate independent hotels around the world as they begin to reopen their doors and connect them to a global community of interrupted travellers seeking inspiration for future adventures through the symbolism of the Preferred brand pineapple logo – the universal icon of hospitality. This year’s International Pineapple Week will feature the brand’s first-ever travel gift card offering, a digital postcard colouring contest, and pineapple-themed social media initiatives, all of which will be displayed on PreferredHotels.com/PineappleWeek and promoted via social media using #PreferredPineappleWeek.
“There has never been a more appropriate time to celebrate the virtues of travel and its ability to make people better versions of themselves, as well as highlight the importance of demonstrating genuine hospitality to families, friends, neighbours, and strangers – something that our brand and independent hotels have championed for decades,” said Lindsey Ueberroth, CEO of Preferred Hotels & Resorts. “The Preferred Hotels & Resorts global network has always represented an unwavering belief in travel – even during the most challenging times, as we have recently witnessed. We are pleased to welcome all audiences to join in the 2020 International Pineapple Week celebrations as a way to become more familiar with the incredible experiences offered across our portfolio as hundreds of our member hotels begin to re-open, while finding inspiration for future travel and reconnecting with loved ones.”
International Pineapple Week Debut: I Prefer Gift Cards with 20% Bonus Value
As a symbol of gratitude to members of the brand’s loyalty program, I Prefer Hotel Rewards, Preferred Hotels & Resorts will debut I Prefer gift cards that are exclusively available for purchase during International Pineapple Week 2020. As a continuation of Preferred’s “Where Next?” global merchandising campaign that debuted in 2019, this special incentive invites travellers to purchase gift cards in denominations of US$100 and US$250 with no expiration date, which can be used towards future stays at participating hotels and resorts in the United States and the Caribbean. As an additional gesture of hospitality, every purchase will come with a 20% bonus value in the form of a US$20 or US$50 gift card, respectively. To purchase the gift certificates and for information on participating hotels and terms and conditions, travellers are invited to visit IPrefer.com between June 20-27, 2020.
Pineapple Postcard Contest
To fill the recent void of “snail mail” featuring fun greetings from loved ones during travels afar, Preferred will introduce a social media contest, issuing 20 limited-edition digital postcards with blank artwork of a selection of the brand’s celebrated member hotels for followers to print, colour, and send virtually to loved ones for a chance to win a dream hotel stay for two people. All of the postcards, which were specially commissioned and designed by London-based artist Maxwell Tilse include a hidden pineapple in each design and will be released for download via PreferredHotels.com/PineappleWeek on Saturday, June 20. For a chance to win an experience at one of the 20 featured hotels, participants will be asked to share their completed postcard with a message on Instagram, Facebook, Twitter, Weibo, or WeChat that tags the brand’s social handle @PreferredHotels and the campaign hashtag #PreferredPineappleWeek (or #菠萝一夏 in China). Three winners will be selected to enjoy a two-night luxury hotel stay for two people in 2021, inclusive of breakfast and a special pineapple-inspired treat.
Preferred Pineapple Inspiration – Daily Recipes
Each day of International Pineapple Week, Preferred will share pineapple-themed recipe card on its brand social media channels, @PreferredHotels. Each recipe has been custom-crafted for International Pineapple Week by a selection of the brand’s member hotels from destinations around the world, and audiences will be encouraged to share photos or videos of their attempt to re-create them. Travellers wanting to access all of the dishes will find all of the recipe cards via PreferredHotels.com/PineappleWeek.
Social Media and Microsite Activations
Throughout the week, Preferred will share other inspiring and informative content across its digital channels, to include original and curated content such as imagery and video from member hotels, influencers, and opinion leaders, as well as pineapple recipe cards, travellers’ illustrated postcards, and I Prefer Hotel Rewards updates. PreferredHotels.com/PineappleWeek will serve as the hub of International Pineapple Week, housing all of the week’s activations and contributions from the travel community.
The Pineapple’s Journey and Place in Hospitality
As the story goes, the pineapple became the emblem of hospitality more than 500 years ago when seafarers sought places to relax in port towns and would look for homes that had pineapples hung in their entrance, a signal that those friendly locals would welcome them for a meal or place to sleep. Since then, the pineapple has been used to express that ‘you are welcome here’ in a multitude of ways including depictions in monuments and the designs of doors, gates, and entryways across cities worldwide. With a rich history of continuously inspiring travel and independent hospitality for over 52 years, Preferred Hotels & Resorts utilizes the pineapple as its brand logo to serve as a global guide for travellers, visually signifying that ‘you are welcome’ and inviting them to enjoy personalised and genuine luxury experiences across its portfolio of 750 one-of-a-kind, independent hotels and resorts in 85 countries.
For more information on I Prefer Hotel Rewards and to purchase gift cards, visit IPrefer.com starting Saturday, June 20.