Four Virgin Hotels in the US added to the Preferred Hotels & Resorts L.V.X. Collection

Preferred Hotels & Resorts has announced a new agreement with Virgin Hotels encompassing Virgin Hotels properties in important cities of the US. The agreement, which came into effect immediately, led to the addition of Virgin Hotels Chicago, Virgin Hotels Dallas, Virgin Hotels New Orleans and Virgin Hotels Nashville to the Preferred Hotels & Resorts L.V.X. Collection. More hotels of Virgin Hotels group would also be joining the brand portfolio as the former grows, Preferred 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,” 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,” Ueberroth added.

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 Virgin Hotels continues to grow, our aim is to be at the forefront of the industry with world-class distribution strategies.”

With this agreement, the select properties would have access to Preferred’s competence in the leisure, corporate, and group sales travel sectors, as well as its marketing and distribution solutions. All travellers of these properties, aside from benefitting from the Virgin Hotels’ preferences and loyalty program The Know, would also be able to benefit from participation in I Prefer Hotel Rewards, the points-based guest loyalty programme of Preferred.