Preferred Hotels & Resorts is gearing up to launch a portal for travel advisors in the fourth quarter of this year. The president of Preferred, Michelle Woodley, made the announcement during the Global Conference 2024. The portal is designed to be a user-friendly platform that will allow advisors to check rates, make bookings, and manage their bookings efficiently.
Woodley shared that the invitation-only Preferred Platinum advisor program has been gaining significant traction. The program offers advisors access to client perks such as complimentary breakfast and welcome amenities. Bookings for Preferred Platinum have been on the rise, with a reported increase of over 50% last year. More than 250 Preferred-member hotels are part of the program, generating approximately 13,000 bookings and around $22 million in revenue last year.
It was mentioned that about 350 travel advisors are currently enrolled in the Preferred Platinum program, with plans to increase outreach to more European advisors this year. Kathleen Robb, the vice president of global sales for North America, encouraged hoteliers to involve travel advisors in their marketing efforts to customers. She emphasized that the Preferred Platinum platform continues to outperform other programs annually.
Robb highlighted the benefits of fam trips for both advisors and hotels. Familiarization trips offer advisors the opportunity to explore destinations and accommodations, ultimately enhancing their knowledge and confidence when making bookings for clients. Robb stressed that fam trips play a crucial role in building trust between advisors and hotels.
During a learning session on the changing commercial landscape, Rhett Hirko, senior vice president of revenue optimization and distribution at Preferred Travel Group, emphasized the value of the Global Distribution System (GDS). Hirko encouraged hotels to prioritize timely commission payments and recognize the dual importance of clients and advisors in the booking process.
Overall, the Preferred Hotels & Resorts Global Conference 2024, held in Lisbon, showcased the company’s commitment to enhancing the partnership between travel advisors and hospitality providers. The upcoming portal for travel advisors, growth of the Preferred Platinum program, and emphasis on fam trips and GDS channel integration reflect Preferred’s dedication to supporting advisors and driving revenue for its member hotels.
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