Preferred Hotel Group to focus on new sectors

Hotels will target new industries for C&I business

Preferred Hotel Group: plans to target new C&I business
Preferred Hotel Group: plans to target new C&I business

Preferred Hotel Group is looking beyond its traditional pharmaceutical base and focusing on new sectors for C&I business to combat the economic slowdown.

Preferred Hotel Group director of marketing (EMEA) Chris Fradin said: "Our hotels are realising the opportunities in the downturn. They may have been reliant on specific industries before, for example pharmaceuticals, but now it is about strategically developing the business and looking at completely different businesses as a result."

While the pharmaceutical industry has traditionally been a core industry for the brand, there is potential for growth in other markets, such as entertainment, Fradin added.

The renewed push kicked off before Christmas with a networking event held in October at London's Royal Garden Hotel which saw 35 Preferred hotels meet with 120 C&I agencies and corporate buyers.

A C&I-focused website, www.preferredhotelgroupmeetings.com, launched in January offering details of each hotel's meeting space and capacities.

The company is currently planning further C&I events this year, but added that the focus was on "holding steady in the current marketplace".

The company has also taken on six new executives including Bruno Chiaruttini as area managing director (Continental Europe).

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