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 L.V.X. Collection with immediate effect. As Virgin Hotels continues to grow, it is understood that more hotels will join the brand portfolio.

“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 and Resorts as its global brand partner,” said Preferred Hotels and Resorts CEO Lindsey Ueberroth.

“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.” 

Virgin Hotels Dallas Pool Club

Preferred Hotels’ L.V.X. Collection is built on “worldly and illustrious” hotels that offer memorable dining, entertainment and wellness experiences in city centre locations or destination escapes.

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

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

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

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