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Preferred Hotels & Resorts Tapped By Virgin Hotels to be its Global Brand Partner

April 20, 2022

From its flagship in Chicago to upcoming openings, Virgin Hotels Becomes the Newest Addition to the Preferred Hotels & Resorts L.V.X. Collection  


NEWPORT BEACH, CALIFORNIA – April 20, 2022: Preferred Hotels & Resorts – the world’s largest provider of sales, marketing, and distribution to independent hotels – is pleased to announce a new agreement with Virgin Hotels that encompasses Virgin Hotels properties in key U.S. 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, which represents worldly and illustrious hotels located in vibrant city centers 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 personalized, heartfelt service along with dynamic, authentic programming, this alliance is designed to create greater global awareness of the Virgin Hotels brand and its growing portfolio, leveraging Preferred’s global infrastructure and its vast influence in sparking demand and action among key audiences worldwide.  


“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.”   


“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 travelers both domestically and abroad as we expand internationally,” said James Bermingham, CEO of Virgin Hotels. “As Virgin Hotels continues to grow, our aim is to be at the forefront of the industry with world-class distribution strategies.” 

All of the aforementioned Virgin Hotels properties 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 provide a distinctly personalized experience to travelers through Virgin Hotels’ preferences and loyalty program, The Know, all properties will also benefit from participation in I Prefer Hotel Rewards, Preferred’s points-based guest loyalty program. With more than four million travelers currently enrolled, I Prefer helps participating hotels attract repeat guests and drive incremental revenue by offering points redeemable for cash-value Reward Certificates, Elite status, and other value-rich benefits from eligible stays at more than 650 participating hotels and resorts worldwide. 

Travelers are invited to book stays at any of the Virgin Hotels locations represented within the Preferred Hotels & Resorts portfolio via its brand website. Travel advisors can also book client stays via GDS using the “PV” chain code or by calling +1 817 567 9633.  




About Preferred Hotels & Resorts        
Preferred Hotels & Resorts is the world’s largest independent hotel brand, representing more than 650 distinctive hotels, resorts, residences, and unique hotel groups across 80 countries. Through its five global collections, Preferred Hotels & Resorts connects discerning travelers to the singular luxury hospitality experience that meets their life and style preferences for each occasion. Every property within the portfolio maintains the high-quality standards and unparalleled service levels required by the Preferred Hotels & Resorts Integrated Quality Assurance Program. The I Prefer™ hotel rewards program, Preferred Residences℠, Preferred Pride℠, and Preferred Golf™ offer valuable benefits for travelers seeking a unique experience. For more information, visit    


About Virgin Hotels 
Virgin Hotels is a luxury lifestyle hospitality brand that combines heartfelt service and a personalised hotel experience inspired by the innovation and smart disruption that Sir Richard Branson's global Virgin Group has pioneered for over 50 years. Each property intermixes a passion for food and beverage with music, design, and culture, fusing with the local landscape and providing a vibrant and inclusive environment for travellers and locals alike. The current portfolio includes five hotels—Virgin Hotels Chicago, Virgin Hotels Dallas, and Virgin Hotels Nashville, all voted in the top ten Condé Nast Traveller's Readers' Choice Awards in 2021, and newly opened Virgin Hotels New Orleans and Virgin Hotels Las Vegas. Locations in Edinburgh, Glasgow, and New York City are scheduled to debut in 2022, followed by Miami in 2025. In addition, Virgin Hotels continues to explore hotel, conversions, and ground-up development in Boston, Los Angeles, Austin, Philadelphia, Seattle, London, and more. 



For Preferred Hotels & Resorts 
Caroline Klein 
Chief Communications Officer 

For Virgin Hotels 
Ana Lanzas 
Director of Communications & Social Media