Preferred Hotels & Resorts has inked an agreement with Virgin Hotels that encompasses the groups’ 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 L.V.X. Collection.
The L.V.X Collection itself 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 personalised, heartfelt service along with dynamic, authentic programming, the parties say the alliance is designed to create greater global awareness of the Virgin Hotels brand and its growing portfolio, leveraging Preferred’s global infrastructure and audience.
“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.”
James Bermingham, CEO of Virgin Hotels, said: “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 Virgin Hotels continues to grow, our aim is to be at the forefront of the industry with world-class distribution strategies.”
The four Virgin Hotels in Chicago, Dallas, New Orleans and Nashville 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 offer its own loyalty program, The Know, all Virgin Hotels’ member properties will also benefit from participation in I Prefer Hotel Rewards, Preferred’s points-based guest loyalty program.
Other future Virgin Hotels in the United States are set to launch in New York later this year and Miami in 2025. Virgin Hotels Las Vegas is not affiliated as it is part of Hilton’s Curio Collection.
Travel advisors can also book client stays via GDS using the “PV” chain code.