Virgin Limited Edition aligns with Preferred’s Legend Collection

Eight VLE members now accessible through the Preferred Hotels & Resorts' stable

Preferred Hotels Group President, Michelle Woodley, this week announced a new strategic partnership between the Group’s ‘Legend Collection’ of properties and Virgin Limited Edition.

Speaking to media at ILTM Asia Pacific in Singapore this week, Woodley said the new Virgin Limited Edition and Legend Collection association would add eight VLE members, including Necker Island and The Branson Beach Estate in the British Virgin Islands; Kasbah Tamadot in Asni, Morocco; Son Bunyola in Mallorca, Spain; Mahali Mzuri in Kenya’s Masai Mara; Ulusaba in Sabi Sands Reserve, South Africa; Mont Rochelle in Western Cape, South Africa and others.

“We’re really excited about this partnership and bringing some of the world’s most extraordinary properties into our Preferred family,” Woodley said.

Ulusaba Rock Lodge, Virgin Limited Edition and now a member of Legend, Preferred Hotels & Resorts

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Legend Collection grew to over 100 “truly extraordinary properties in remarkable destinations” in recent weeks.

‘Legend Collection’ is one of four brands under Preferred Hotels & Resorts. The others being LVX, Lifestyle and Preferred Residences. The individual collections aim to help customers choose a property based on ambiance and the type of service they receive, Woodley explained.

Collectively, Preferred Hotels & Resorts currently has more than 600 hotels and residences in 80 countries. This year 40 properties have been added – 13 in Europe, 10 in the Middle East & South Africa, nine in the US/Caribbean, five in Latin America and two in Asia Pacific.

Necker Island, British Virgin Islands, a member of Virgin Limited Edition and now part of Legend, Preferred Hotels & Resorts

As an entity, the family-owned Preferred Travel Group represents over 1,000 hotels in 90 countries, under Preferred Hotels & Resorts, Beyond Green, Historic Hotels Worldwide (of which there are 511 members) and Historic Hotels of America (315+), plus a loyalty program spread across all the brands called I Prefer Hotel Rewards and consulting services, PTG Consulting and Beyond Green Travel.

Woodley also highlighted a range of trends in market that Preferred Hotels & Resorts had viewed. She said “transformational travel” is occurring around the globe.

“Over 50% of new openings have experiences that offer guests somewhere to recharge, either in the hotel or with the local community offsite.”

She said the demand for transformational travel applies to all markets including single people, families, young people, business travellers and others.

andBeyond Bateleur Camp, Masai Mara, Kenya - a member of Beyond Green

There is a trend for unique and ultra personalised experiences offered through boutique and independent hotels over large chains.

“Another trend thats more than just a fad and is here to stay is sustainability.”

“We feel really strongly about this, and we know that guests are too, not all guests.”

Woodley said the Beyond Green platform that was implemented in 2021 is not just a “tick the box and be certified to be part of the brand. The brand is built on the three pillars of Nature, Community and Culture.” It is very vigorous. A three-day on property inspection, to the point of inspectors digging through the garbage.

Beyond Green has also forged a new a new partnership with 1% for the Planet, a program that will see Beyond Green give back 1% of annual sales revenue to support a high-impact environment nonprofit organisation.

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