Cristal Hotel and Resorts, a luxury hospitality company, has partnered with Preferred Hotel Group (PHG), a global sales and marketing business, aiming to expand its global market presence and boost sales by 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.

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.

Cristal Hotel and Resorts also disclosed that both parties have agreed to expand the partnership with upcoming projects.

"The partnership with PHG provides greater leverage for Cristal Hotel and Resorts to sustain our market expansion programme,” said Peter Blackburn, CEO of Cristal Hotels & Resorts.

“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,” he added.

“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 new 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,” Ueberroth concluded. – TradeArabia News Service