(L to R) Peter Blackburn, CEO of Cristal Hotels & Resorts & John Ueberroth Chairman and CEO Preferred Hotel Group.
Cristal Hotel and Resorts has announced a partnership agreement with Preferred Hotel Group (PHG), in a move to expand Cristal Hotel's global market presence and boost sales.
Cristal Hotel & Resorts chief executive officer, Peter Blackburn, said: “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."
The agreement makes Cristal Hotels the first Middle East hotel to become a member of Sterling Hotels, was signed at the Gulf Incentive, Business Travel & Meetings Exhibition (GIBTM) in Abu Dhabi.
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Crystal Hotel and Resorts said that both parties had agreed to expand the partnership, and would be working together on upcoming projects
Preferred Hotel Group chief executive officer, John Ueberroth, added that PHG would help enhance the business performance of Cristal Hotel by providing support in branding, global sales and marketing which he believed would increase revenue.
Cristal Hotel and Resorts has said that it intends to leverage PHG's 28 international sales offices to cultivate new markets and broaden its target audience.
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