Safir Hotels & Resorts expands partnership with Preferred Hotels & Resorts

Safir Hotels & Resorts

Kuwait-based Safir Hotels & Resorts (SHR) has extended its alliance with global market representation company, Preferred Hotels & Resorts.

The new agreement will now see SHR’s Marina Hotel Kuwait property utilise Preferred Hotels & Resorts services, gaining access to a global network of sales offices and to the company’s three-million-member I Prefer loyalty programme.

Chief operating officer, SHR, Patrick de Groot stated: “Business travel in the region is certainly influenced by booking incentives and loyalty programmes, and we have seen substantial incremental revenue from the relationship in the first 18 months.”

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Having access to a dedicated sales team in the region that assists in maintaining relationships with travel trade channels and selected corporate accounts was also a key reason for SHR to expand its alliance.

SHR aims to grow its partnership with Preferred Hotels & Resorts to include more of its portfolio of hotels into the agreement. The hospitality expert is currently discussing ways to tailor its cooperation with the company to a ‘distribution only’ relationship for its smaller properties, which would grant these properties access to the I Prefer loyalty programme and to the Preferred Hotels & Resorts Central Reservation System (CRS) platform. This collaboration will provide a coordinated, portfolio-wide relationship that will streamline and centralise the hotel booking process and allow guests to be rewarded for staying at any of SHR’s locations.