Dive Brief:
- Preferred Hotels & Resorts added Bernardus Lodge & Spa in Carmel Valley, California, to its growing portfolio, the independent luxury collection announced Friday.
- The 73-room Bernardus, in California’s wine country, joins Preferred’s Legend Collection, which the brand describes as a “curated selection of the world's most extraordinary properties set in truly remarkable destinations.”
- In recent months, Preferred has added U.S. hotels in Texas, Virginia, South Carolina and Pennsylvania to its portfolio amid a broader global expansion. The portfolio growth comes as luxury and lifestyle properties continue to drive U.S. hotel demand.
Dive Insight:
Bernardus offers guest rooms, suites and villas that feature private patios or balconies, soaking tubs, fireplaces and vineyard views in California’s Santa Lucia Mountains.
The resort’s Lucia Restaurant & Bar offers a “vegetable-forward” menu featuring ingredients from on-site gardens and immersive culinary experiences including a chef’s table, according to Preferred. Guests can also try wines from the estate’s working vineyard.
The lodge’s spa program includes moon rituals and tarot card readings and a “Baths by Bernardus” program with magnesium-infused soaks and cold plunges. Guests can also use the resort’s heated lap pool, tennis courts, bocce courts and Mercedes-Benz vehicles.
According to Preferred, the Legend Collection is designed for properties that “represent the very highest levels of luxury, featuring exquisite accommodations, bespoke service, renowned dining, and exceptional spas.” Properties must adhere to standards and service levels set by Preferred’s quality assurance program.
Earlier this month, Pennsylvania resort Nemacolin joined the Legend Collection as well. In the second quarter of 2025, Preferred added 18 properties worldwide to its portfolio, including hotels in Austria, China, Italy, Costa Rica and Greece.
Elsewhere in the U.S., Preferred added Green Pastures in Austin, Texas; Keswick Hall in Charlottesville, Virginia; and The Charleston Place in Charleston, South Carolina, in the second quarter.
Higher-tier properties continue to outperform lower-tier segments in terms of RevPAR, per PwC.
Last year, McKinsey and Company projected that in coming years demand for luxury travel will grow more quickly than demand for any other segment.
