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.”
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.