Preferred Profiles: Rick Stiffler, Senior Vice President of Global Leisure Sales

Insights from 24 Years at Preferred Hotels & Resorts?

How long have you been with Preferred Hotels & Resorts and what does #ThePreferredLife mean to you??

My first job in the hotel industry was with Preferred Hotels & Resorts, and I have been here ever since. This summer marks my 24th year with the company. The #PreferredLife to me means having a job that you are passionate about, one that lets you explore the world and engage with clients from both the hotel side and the travel advisor side. It's about enjoying what you do daily and living and breathing the adventure of travel.?

What do you love about your hometown - New York City???

New York City is truly the place to be. I have lived here for nearly 30 years, and the city's energy is unmatched. There's always something to do any night of the week. As someone who travels frequently, New York is an ideal home base—it is a fantastic city to return to and a great destination for friends visiting from around the world. I am also a huge Broadway fan. Some of my favorites include "Hedwig and the Angry Inch" which I have seen 19 times, and "Next to Normal," which I have seen eight times. I also love "Matthew Bourne's Swan Lake” which I am excited to see again in London this December.??

What excites you most in the travel industry right now??

I am thrilled by the continued growth of the leisure travel market. It is exciting to see more international destinations opening up and travelers venturing further afield. Markets like Australia and Asia Pacific, including India, are seeing a resurgence in travel. The enthusiasm for exploring new places and adventures remains strong, and I believe it will continue to thrive in 2024 and into 2025.??

What do you think we'll be talking about in travel five years from now??

Technological advancements will certainly play a role in enhancing travel experiences, but I also believe the value of travel advisors will remain significant. The human touch in planning travel is something I believe will continue to be important.?

What has been your most memorable trip to date and why??

One of my most memorable trips was in 2018 when I stayed at one of our Legend Collection member hotel’s Grand Hotel Tremezzo in Italy. We drove up to Switzerland, visiting various properties, and then down to Crema, Italy, where "Call Me By Your Name" was filmed. Exploring the film locations in Crema, and listening to the audiobook on the drive, was an unforgettable experience.?

What is your favorite hotel amenity??

Being 6'4", I really appreciate a hotel robe and slippers that fit well. It is a small detail, but it makes a big difference in my comfort.?

Can you tell us more about Preferred Pride, the LGBTQ+ initiative of Preferred Hotels & Resorts??

I am incredibly proud of the company for being deeply engaged in the Preferred Pride initiative. I believe because it’s a family-owned company, those family values are focused on initiatives that make a difference. Over the past 13 years, we've become leaders in the independent hotel market with this program. It is more than just about financial success; it is about making a positive impact and being recognized as leaders in the industry. Seeing Preferred Pride continue to grow and thrive is both a professional achievement and a personal passion.?

How can hotels better support and be more inclusive to LGBTQ+ travelers and guests, and can you give any examples of hotel members doing it well????

To support and be inclusive of LGBTQ+ travelers, hotels should implement comprehensive LGBTQ+ hospitality training across all departments, not just at the front desk. This ensures that all staff are equipped with best practices to serve this important and valuable segment of guests. Being visibly inclusive in your marketing is also crucial—representation matters. Many hotels claim to be LGBTQ-friendly, yet lack inclusive imagery, such as same-sex couples, on their websites. Some of our Preferred Pride hotels set an excellent example by prominently featuring the program's logo on their websites, signaling to LGBTQ+ travelers and allies that they are truly welcoming and inclusive. It is also important to recognize that Pride isn't limited to just June—being an LGBTQ+ inclusive property is a year-round commitment.?

What destinations do you foresee will be trending in 2025 for LGBTQ+ travelers????

There is not a significant difference between LGBTQ+ travelers and other luxury travelers; both seek out welcoming, safe, and memorable experiences. Some top LGBTQ+ destinations include Canada, Malta, New Zealand, Portugal, and Spain, with cities like Lisbon and Mallorca having seen a surge in popularity this summer—something we expect to continue into 2025. Classic LGBTQ+ hotspots such as Provincetown, London, New York City, Puerto Vallarta, Sydney, and Palm Springs will remain popular as well. Additionally, destinations like Japan and Thailand are also expected to attract more LGBTQ+ travelers in 2025.?