From its flagship in Chicago to upcoming openings, Virgin Hotels becomes the newest addition to the Preferred Hotels & Resorts LVX Collection.

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.”