Preferred Hotels, Virgin Hotels enter deal

Preferred Hotels & Resorts, a leading provider of sales, marketing, and distribution to independent hotels worldwide, has announced a new agreement with Virgin Hotels that encompasses Virgin Hotels properties in key US cities. 
With immediate effect, Virgin Hotels Chicago, Virgin Hotels Dallas, Virgin Hotels New Orleans,  and Virgin Hotels Nashville are the newest additions to the Preferred Hotels & Resorts LVX Collection, which represents worldly and illustrious hotels located in vibrant city centres or destination escapes, providing guests with memorable dining, entertainment, and wellness experiences. 
As Virgin Hotels continues to grow, more hotels will join the brand portfolio. Inspired by a shared passion for personalised, heartfelt service along with dynamic, authentic programming, this alliance is designed to create greater global awareness of the Virgin Hotels brand and its growing portfolio, leveraging Preferred’s global infrastructure and its vast influence in sparking demand and action among key audiences worldwide, said a statement. 
“With great admiration for Sir Richard Branson’s track record of innovation and smart disruption, we are thrilled that Virgin Hotels has chosen Preferred Hotels & Resorts as its global brand partner,” said Lindsey Ueberroth, CEO of Preferred Hotels & Resorts. “Since making its debut more than seven years ago, Virgin Hotels has set new standards in the lifestyle hospitality space, and we look forward to supporting the brand’s success through this new relationship as it embarks on an inspiring journey of expanded presence and influence.”  
“We are delighted by the opportunity to join Preferred Hotels & Resorts to align Virgin Hotels with the brand’s prestigious LVX collection. Our partnership with Preferred Hotels & Resorts will be essential in enabling our hotels to access new business opportunities and luxury travellers both domestically and abroad as we expand internationally,” said James Bermingham, CEO of Virgin Hotels. “As Virgin Hotels continues to grow, our aim is to be at the forefront of the industry with world-class distribution strategies.”
All of the aforementioned Virgin Hotels properties now have access to Preferred’s expertise in the leisure, corporate, and group sales travel sectors, as well as its innovative marketing and distribution solutions. While continuing to provide a distinctly personalised experience to travellers through Virgin Hotels’ preferences and loyalty programme, The Know, all properties will also benefit from participation in I Prefer Hotel Rewards, Preferred’s points-based guest loyalty programme. 
With more than four million travellers currently enrolled, I Prefer helps participating hotels attract repeat guests and drive incremental revenue by offering points redeemable for cash-value Reward Certificates, Elite status, and other value-rich benefits from eligible stays at more than 650 participating hotels and resorts worldwide. - TradeArabia News Service