Preferred Hotels and Resorts has been announced as the global brand partner for the growing Virgin Hotels portfolio.
Existing properties in Chicago, Dallas, New Orleans, and Nashville have joined Preferred’s upscal e LVX Collection (pronounced “lux”).
A press release states that the agreement “encompasses Virgin Hotels properties in key US cities” – at this stage it’s not clear if this means that the forthcoming hotels outside of the US, for example Edinburgh and Glasgow, will also participate –a spokesperson told Business Traveller that Preferred would update customers on the participation of other Virgin properties through its quarterly New Member Announcement.
However James Bermingham, CEO of Virgin Hotels said that “Our partnership with Preferred Hotels and Resorts will be essential in enabling our hotels to access new business opportunities and luxury travellers both domestically and abroad as we expand internationally”.
Guests will be able to enjoy benefits through both the Virgin Hotels ‘The Know’ loyalty scheme, as well as the I Prefer Hotel Rewards programme, which relaunched last year.
Preferred Hotels revamps loyalty scheme with new tiers and more redemption options
Commenting on the news Lindsey Ueberroth, CEO of Preferred Hotels and Resorts, said:
“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.
“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.”
