General preference:
* Preference: This is the most common and direct option.
* Choice: This emphasizes the act of selecting one option over another.
* Inclination: This suggests a tendency or leaning towards something.
* Favor: This emphasizes a positive feeling or opinion.
* Taste: This implies a personal aesthetic or liking.
Specific to a particular preference:
* Favorite: This refers to a specific thing that is preferred above all others.
* Priority: This refers to something that is considered more important than others.
The best word will depend on the specific situation and what you want to emphasize.