LISBON — Preferred Hotels & Resorts is preparing to launch a portal for travel advisors in the fourth quarter of this year.
Preferred President Michelle Woodley announced the news during the company's 2024 Global Conference. Woodley said the portal will be a user-friendly platform where advisors can view rates, make reservations and manage those reservations.
The portal's rollout comes as Preferred's invite-only Preferred Platinum Advisor program continues to gain traction. Preferred Platinum allows advisors to take advantage of client benefits such as complimentary breakfast and welcome amenities.
“Preferred Platinum bookings continue to grow and revenue continues to grow,” Woodley told attendees. “Both increased by more than 50% last year, and we expect significant increases again this year.”
More than 250 Preferred member hotels participate in the Preferred Platinum program, which generated approximately 13,000 reservations and approximately $22 million in revenue last year.
Approximately 350 travel advisors have enrolled in the program, and Woodley added that Preferred plans to ramp up support to more European advisors this year.
In an update for North America, Europe and the SAMEA (Southeast Asia, Middle East and Africa) region, Kathleen Robb, vice president of global sales for North America at Preferred Travel Group, reminded hoteliers that Preferred Platinum The platform “continues to outperform sales year after year,” he said. We also have many other programs. ”
He encouraged hotels to include travel advisors in the call to action when sending promotions to customers. “This shows it's a true partnership,” Robb said.
She added that family travel is a valuable tool for both advisors and hotels.
“This is a great way for them to get to know the destination and get to know the hotel,” says Rob. “And they get asked by customers, 'Have you been there? Have you experienced the hotel?'” It gives families extra confidence in what they're booking. ”
In a learning session titled “The Changing Commercial Landscape,” Rhett Hilko, Preferred Travel Group's senior vice president of revenue optimization and distribution, said GDS is “typically the most valued channel out there. It's expensive. It's a good channel that we want.” Hug me. “
Hilco emphasized that hotels must prioritize timely fee payments and said the number of calls to Preferred's fee help desk has increased over the past year.
“There are two guests: the client and the advisor,” Hilko said. “Always take that into consideration.”
Preferred's Global Conference 2024 was held at the Epic Sana Marques Hotel in Lisbon.
