Preferred Hotels welcomes four Virgin properties to LVX Collection


Preferred Hotels and Resorts has announced a new global partnership with Richard Branson’s Virgin Hotels.

The agreement sees four of Virgin’s US properties – Virgin Hotels Chicago, Virgin Hotels Dallas, Virgin Hotels New Orleans and Virgin Hotels Nashville – join the Preferred Hotels and Resorts LVX collection effective immediately. As Virgin Hotels continues to grow, it is understood that more hotels will join the brand’s portfolio.

“With great admiration for Sir Richard Branson’s track record of innovation and intelligent disruption, we are delighted that Virgin Hotels has chosen Preferred Hotels and Resorts as its global brand partner,” said Lindsey Ueberroth, CEO of Preferred Hotels and Resorts. Resorts.

“Since its inception more than seven years ago, Virgin Hotels has set new standards in lifestyle hospitality, and we look forward to supporting the brand’s success through this new relationship as it grows. embark on an inspiring journey of expanded presence and influence.”

Virgin Dallas Hotels Pool Club

Preferred Hotels’ LVX Collection is built on “worldly and illustrious” hotels that deliver memorable dining, entertainment and wellness experiences in downtown locations or getaway destinations.

The partnership is expected to create greater global brand awareness for the Virgin Hotels brand and will enable the company to leverage Preferred’s global infrastructure and expertise in the leisure, corporate and retail travel sectors. group, as well as its marketing and distribution solutions.

Virgin Hotels CEO James Bermingham said the alliance will be key in enabling the brand’s hotels to access “new business opportunities and luxury travelers both at home and abroad” as as the company expands internationally.

“As Virgin Hotels continues to grow, our goal is to lead the industry with world-class distribution strategies,” said Bermingham.

The properties will continue to provide a personalized experience through Virgin Hotels’ preferences and loyalty program, The Know, and will also integrate Preferred’s points-based loyalty program, I Prefer Hotel Rewards.


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