Preferred Hotel Group(TM) Projects Powerful Worldwide Travel Surge Ahead

Baby Boomers, 77 Million Strong, Start Turning 65 on January 01, 2011

CHICAGO, December 7, 2010 - When the first wave of baby boomers turns 65 on January 1, 2011, they
will represent a monumental question for the travel industry: How will this
healthiest, wealthiest and most active senior generation in history behave?
That was exactly the question posed by Preferred Hotel Group(TM).

"The answer is extremely encouraging," says Lindsey Ueberroth, President
of Preferred Hotel Group. "Unlike their parents' generation, baby boomers
don't consider themselves 'old' at 65," she said. "Our findings show that
just the opposite is true. The Boomer generation is more physically active
than any in history. They are veteran travellers. And now, with more time
available as they reach traditional retirement age, they say they are going
to intensify their pursuit of travel, new experiences and adventure."

Some of the findings are surprising: boomers constitute almost one-half
(47%) of active American leisure travellers. Two-thirds (66%) have taken a
leisure trip to celebrate a life event like an anniversary or birthday. Other
findings are more subtle: boomers are more likely to travel as a couple and,
since 40% are grandparents, more likely to travel in multi-generational
trips. More than two-thirds (68%) have a valid passport.

Ueberroth presented these findings at the International Luxury Travel
Market (ILTM), the leading annual business-to-business event for the global
luxury travel community. Preferred Hotel Group teamed up with Ypartnership, a
leading research company in the travel, leisure and lifestyle category, to
study the behaviours of more than 2,500 adult travellers. The specific boomer
generation data was derived from a subset of 1,185.

The study findings of this seemingly insatiable generation include:

    - Boomers want it all - former luxuries are now considered necessities,
      including travel and fine dining.

    - Family legacy is key - concerned about legacy, boomers will amp up
      their pursuit of multi-generational travel. Four in 10 of all boomers
      are now grandparents. Spending time with loved ones matters.

    - Online rules - this is a group that researches everything in-depth on
      the Internet and makes buying decisions online - including booking
      travel.

    - Savvy at social media - yes, they have a Facebook page and a Twitter
      account. And they use them.

    - They want to take their travel experiences to the next level -
      collectively, baby boomers are already world travellers. They
      backpacked through Europe as teens and have trotted the globe since.
      They now want more.

    - Aspirational, experiential, sustainable, interactive, thematic - these
      are the types of travel that appeal to this group. No bus tours for
      this crowd. Instead, boomers seek self-fulfilment, a connection to
      nature, authentic world cultures and active involvement with every
      travel experience.

    - They are all foodies - whether they are eating as locavores in Thailand
      or harvesting grapes in France, culinary tourism scores off the charts.

    - Comfort meets adventure - they want both. Zip lining over a forest
      canopy and trekking by day; fine dining and a comfortable bed by night
      is the formula that works for them.

Ueberroth is highly optimistic. "There are 77 million boomers. Every day
for the next 19 years, more than 11,000 boomers will celebrate a 65th
birthday," Ueberroth said. "Preferred Hotel Group believes that the travel
industry is on the verge of a true golden age. The opportunities to serve the
boomers are vast. We are going to seek out the boomers. We are going to serve
them well and often. And, we are going to share in the growth and prosperity
that they will generate. This is a turning point."

In 2011, Preferred Hotel Group will introduce a number of ongoing
promotions celebrating boomers' appetite for travel. Beginning in January, a
"Happy Birthday Boomer" package will provide compelling incentives for them
to engage their newfound freedoms at Preferred Hotel Group members around the
world. In addition, an interactive "Bucket List" contest will fulfil a
once-in-a-lifetime holiday. The company is also developing a targeted
advertising campaign focused on these sophisticated, young-at-heart
travellers.

    MEDIA CONTACT:

    David Child
    Lucre
    Tel: +44(0)20-8332-9690
    PreferredHotels@lucre.co.uk

MEDIA CONTACT: David Child, Lucre, Tel: +44(0)20-8332-9690, PreferredHotels at lucre.co.uk .