This work introduces Hierarchical Preference Optimization (HPO), a novel approach to hierarchical reinforcement learning (HRL) that addresses non-stationarity and infeasible subgoal generation issues when solving complex robotic control tasks. HPO leverages maximum entropy reinforcement learning combined with token-level Direct Preference Optimization (DPO), eliminating the need for pre-trained reference policies that are typically unavailable in challenging robotic scenarios. Mathematically, we formulate HRL as a bi-level optimization problem and transform it into a primitive-regularized DPO formulation, ensuring feasible subgoal generation and avoiding degenerate solutions. Extensive experiments on challenging robotic navigation and manipulation tasks demonstrate impressive performance of HPO, where it shows an improvement of up to 35% over the baselines. Furthermore, ablation studies validate our design choices, and quantitative analyses confirm the ability of HPO to mitigate non-stationarity and infeasible subgoal generation issues in HRL.