Preferred Hotels & Resorts is gearing up to introduce a new portal designed specifically for travel advisors, set to be unveiled in the fourth quarter of this year. This exciting announcement was made by the company’s president, Michelle Woodley, during the recent Global Conference 2024. The portal is aimed at providing a seamless and user-friendly platform for advisors to access rates, make bookings, and effectively manage their bookings.
The Preferred Platinum advisor program, which is by invitation only, has been steadily gaining momentum. This exclusive program offers advisors access to a range of perks for their clients, such as complimentary breakfast and welcome amenities. Michelle Woodley highlighted the remarkable growth in bookings and revenue generated through the Preferred Platinum program, with both metrics increasing by over 50% last year. The program currently boasts over 250 member hotels and has facilitated approximately 13,000 bookings, resulting in around $22 million in revenue.
Expanding Reach to European Advisors
Woodley also revealed plans to expand outreach efforts to include more European advisors in the Preferred Platinum program. With over 350 travel advisors already enrolled, Preferred Hotels & Resorts aims to further broaden its network to facilitate more collaborations and create new opportunities for advisors across Europe.
During the conference, Kathleen Robb, Vice President of Global Sales for North America at Preferred Travel Group, emphasized the importance of involving travel advisors in promotional efforts. Robb encouraged hotels to engage advisors as a crucial part of their customer outreach strategies, emphasizing that fam trips offered a valuable opportunity for both sides. By allowing advisors to experience destinations and hotels firsthand, fam trips help build confidence and enhance the booking experience.
Embracing the Changing Commercial Landscape
Rhett Hirko, Senior Vice President of Revenue Optimization and Distribution at Preferred Travel Group, shed light on the significance of embracing technology and modern channels in the hospitality industry. Hirko emphasized the importance of prioritizing timely commission payments and providing adequate support to both clients and advisors. He stressed the value of the Global Distribution System (GDS) as a reliable and effective channel for reaching a wider audience and driving bookings.
Preferred Hotels & Resorts’ upcoming portal launch for travel advisors demonstrates the company’s commitment to fostering strong partnerships and providing valuable resources for the travel advisor community. As the hospitality landscape continues to evolve, initiatives like the Preferred Platinum program and the new portal pave the way for enhanced collaboration, increased bookings, and sustainable growth within the industry.