The travel industry is constantly evolving, with new technologies and platforms revolutionizing the way people book their trips. One such innovation comes from Preferred Hotels & Resorts, who recently announced the upcoming launch of a portal specifically for travel advisors. This portal aims to streamline the booking process and provide a user-friendly platform for advisors to manage their clients’ trips.
Preferred’s invitation-only Preferred Platinum advisor program has been gaining traction, with more than 250 member hotels participating. This program offers exclusive perks to advisors, including complimentary breakfast and a welcome amenity for their clients. Michelle Woodley, the President of Preferred Hotels & Resorts, shared that bookings for Preferred Platinum have increased by over 50% in the past year, resulting in significant revenue growth for the program.
With the success of the Preferred Platinum program, Preferred Hotels & Resorts plans to expand its outreach to more European advisors this year. This move is part of the company’s strategy to increase its global presence and offer more opportunities for travel advisors to access exclusive benefits and rewards for their clients.
During the Global Conference 2024, Kathleen Robb, Vice President of Global Sales for North America at Preferred Travel Group, emphasized the significance of including travel advisors in promotional efforts. She highlighted that fam trips, where advisors experience the destination and hotels firsthand, are essential for building trust with clients. By involving advisors in marketing campaigns and familiarization trips, hotels can strengthen their partnership with the travel advisor community.
Rhett Hirko, Senior Vice President of Revenue Optimization and Distribution at Preferred Travel Group, highlighted the importance of embracing the Global Distribution System (GDS) as a key channel for hotel bookings. He stressed the need for timely commission payments to advisors, as it is essential to maintain a positive relationship with both the clients and the advisors. By considering the needs of both parties, hotels can ensure a successful collaboration and increase bookings through the GDS channel.
Preferred Hotels & Resorts’ upcoming portal for travel advisors signals a new era of collaboration and innovation in the travel industry. By providing a user-friendly platform and exclusive benefits through the Preferred Platinum program, the company is empowering travel advisors to enhance their clients’ travel experiences. With a focus on global expansion and strategic partnerships, Preferred is poised to continue its growth and success in the evolving travel landscape.