NEWPORT BEACH, CALIFORNIA (January 28, 2020) – Preferred Hotels & Resorts is pleased to announce a global partnership with Laura Ashley Ltd. This exciting new alliance will bring new and existing Laura Ashley Hotels into representation of the Preferred brand over the coming months, and introduce Laura Ashley as the newest member of the brand’s Alliance Partner program, allowing Laura Ashley to sell its iconic and much-loved British brand to Preferred’s global portfolio of more than 750 hotels, resorts, and residences across 85 countries.
“This relationship marks an exciting development in our brand’s history not least for our expanding hospitality business, which has proven to help drive substantial increases in guest room revenue premium due to the distinctive Laura Ashley design, branding model, and global fanbase,” said KC Ng, Chief Executive Officer of Laura Ashley. “We’re delighted to be working with Preferred Hotels & Resorts and welcoming more of Preferred’s guests and hotels to Laura Ashley.”
“This partnership with Laura Ashley Hospitality is perfectly aligned with our strategic goal to thoughtfully expand the Preferred brand footprint while complementing our existing portfolio through innovative alliances,” said Jonathan Newbury, Senior Vice President of Strategic Development for Preferred Hotels & Resorts. “We are pleased to represent Laura Ashley Hotels as the brand gears up for global expansion, and look forward to a fruitful relationship.”
As members of Preferred Hotels & Resorts, Laura Ashley Hotels can tap into the results-driven benefits of Preferred’s global infrastructure and extensive distribution platform, while its guests will travel rewarded through access to I Prefer Hotel Rewards, the world’s largest global points-based loyalty program for independent hotels that extends points, status, and other complimentary benefits upon every stay at participating Preferred Hotels & Resorts properties worldwide.
As a Preferred Alliance Partner, Laura Ashley will receive marketing support to directly sell Laura Ashley The Tea Room to Preferred’s existing hotel membership, which will help enrich the guest experience and drive high-quality volume daytime F&B revenue to participating hotels. Laura Ashley will also have the ability to offer its signature branding to new-build hotels and those undergoing extensive renovations within the Preferred portfolio.
About Laura Ashley Hospitality
An undeniably British heritage and lifestyle brand, with a unique philosophy. One where timeless manor/townhouse design meets a welcoming service with a modern British twist. We are premium but also relaxed, we offer guests an experience that feels like you’re staying with your family or good friend – ‘the friend that happens to have great taste and knows just how you like things.’ With a fundamental belief in building enduring relationships, we treat all with warmth and genuine respect and recognise that they enjoy a one-to-one service style. Laura Ashley is an international brand with a wonderful tradition steeped in British heritage. Underpinned by an ethical and environmental ethos, we seek to preserve the best of these values with local freshness and thoughtful touches. Laura Ashley Hospitality offers a contemporary experience that is perfectly in tune with our distinctive design and an atmosphere of relaxed luxury!
For Preferred Hotels & Resorts:
Executive Director, Public Relations
+1 646 465 9785
For Laura Ashley Hospitality:
+44 7794 925954