US: Preferred Hotels & Resorts has partnered with Virgin Hotels to bring the brand’s US properties into the L.V.X. Collection.
With immediate effect, Virgin’s hotels in Chicago, Dallas, New Orleans, and Nashville have joined the L.V.X. Collection. More are to be announced soon.
These properties now have access to Preferred’s leisure, corporate and group sales travel sectors, supported by the company’s marketing and distribution.
Additionally, the hotels will continue to provide travel experiences to guests through Virgin’s loyalty program The Know, whilst also participating in I Prefer Hotel Rewards.
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.
“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, said: “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.
“As [we] continue to grow, our aim is to be at the forefront of the industry with world-class distribution strategies.”
According to Preferred Hotels & Resorts’ website, the L.V.X. Collection comprises 215 upscale luxury hotels.