Virgin Hotels Taps Preferred As Global Brand Partner

Preferred Hotels & Resorts has announced a new agreement with Virgin Hotels that encompasses Virgin Hotels properties in key U.S. 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 L.V.X. Collection, which represents worldly and illustrious hotels located in vibrant city centres or destination escapes, providing guests with memorable dining, entertainment, and wellness.

As Virgin Hotels continues to grow, more hotels will join the Preferred brand portfolio. Inspired by a shared passion for personalized, 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.

Lindsey Ueberroth, CEO of Preferred Hotels & 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.”

Ueberroth continued: “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.”

James Bermingham, CEO of Virgin Hotels, commented: “We are delighted by the opportunity to join Preferred Hotels & Resorts to align Virgin Hotels with the brand’s prestigious L.V.X. 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.”

And Bermingham added: “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 unmatched 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 personalized experience to travellers through Virgin Hotels’ preferences and loyalty program, The Know, all properties will also benefit from participation in I Prefer Hotel Rewards, Preferred’s points-based guest loyalty program.

Travel advisors can book stays for their clients at any of the Virgin Hotels locations represented within the Preferred Hotels & Resorts portfolio via GDS using the “PV” chain code or by calling 1-817-567-9633.