Cristal Hotel and Resorts, a luxury hospitality company, has announced that it has signed a partnership agreement with Preferred Hotel Group (PHG), a global sales and marketing conglomerate, in a move that will significantly expand Cristal Hotel's global market presence and boost sales by an estimated 10 per cent in 2010.

The agreement also makes Cristal Hotel and Resorts the first Middle East hotel to become a member of Sterling Hotels, as part of the Sterling Design category, which is a worldwide collection of fashionable, affordable hotels that appeal to both business and leisure travellers. The partnership agreement was signed on the sidelines of Cristal Hotel and Resorts’ participation in the Gulf Incentive, Business Travel & Meetings Exhibition (GIBTM) that was held recently in Abu Dhabi.

Cristal Hotel and Resorts has revealed that it intends to leverage PHG's 28 international sales offices, over 60 dedicated industry sales specialists and more than 300 major corporate accounts worldwide to cultivate new markets and broaden its target audience. Furthermore, Cristal Hotel and Resorts disclosed that both parties have agreed to expand the partnership with upcoming projects.

Peter Blackburn, CEO of Cristal Hotels & Resorts, said: "The partnership with PHG provides greater leverage for Cristal Hotel and Resorts to sustain our market expansion program. Being the first in the Middle East to be recognised as a Sterling Design Hotel will also greatly enhance our reputation as a world-class hotel destination, which is crucial in an increasingly competitive market environment. We are confident that the partnership will deliver immediate results, as we forecast an increase in sales of up to 10 per cent this year."

John Ueberroth Chairman and CEO Preferred Hotel Group, said: "Cristal Hotel and Resorts exemplifies the ideals of the Sterling Design Hotel, which focus on modern and contemporary style, distinct architecture, bold interiors and state-of-the-art technology. Moreover, through this partnership, PHG will help enhance the business performance of Cristal Hotel by providing support in branding, global sales and marketing, and integrated reservation services, which are all designed to increase revenues and reduce overall costs."

Cristal Hotel and Resorts has emerged as one of the top business hotel destinations in Abu Dhabi despite opening just under a year ago. Cristal HotelAbu Dhabi features 192 luxuriously appointed and spacious rooms, complemented by a complete range of business facilities and world-class customer service standards.


Date Published:  01Feb2011


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