The partnership will also see Laura Ashley become the newest member of the brand’s Alliance Partner programme, allowing Laura Ashley to sell its brand to Preferred’s global portfolio of more than 750 hotels, resorts, and residences across 85 countries.
Kwan Cheong Ng, CEO of Laura Ashley, said: “This relationship marks an exciting development in our brand’s history not least for our expanding hospitality business, which has proven to help drive substantial increases in guest room revenue premium due to the distinctive Laura Ashley design, branding model, and global fanbase.
“We’re delighted to be working with Preferred Hotels and Resorts and welcoming more of Preferred’s guests and hotels to Laura Ashley.”
Jonathan Newbury, senior VP of strategic development for Preferred Hotels and Resorts, added: “This partnership with Laura Ashley Hospitality is perfectly aligned with our strategic goal to thoughtfully expand the Preferred brand footprint while complementing our existing portfolio through innovative alliances.
“We are pleased to represent Laura Ashley Hotels as the brand gears up for global expansion, and look forward to a fruitful relationship.”