Dubai-based Seven Tides Hospitality has signed a partnership with Preferred Hotels & Resorts, the world’s largest global provider of sales, marketing and distribution services to independent luxury hotels.

Dubai’s latest luxury hotel, Dukes Dubai, which is set to open in quarter four of 2016, will be showcased through Preferred’s online booking platform, which generates over US$1 billion in reservations annually.

As part of an impressive roster of high profile international brands, Dukes Dubai will have the opportunity to capitalise on Preferred’s 48-year tourism industry pedigree, with access to its innovative sales and marketing expertise and network of sales professionals located in 35 offices worldwide.

“Our new partnership with Preferred Hotels & Resorts is further endorsement of the huge potential of Dukes Dubai as we count down to our launch later this year.

“The Middle East market is fast becoming a strong financial contributor to the company’s overall growth and the addition of Dukes Dubai to their portfolio is a win-win situation for both parties, with Preferred Hotels & Resorts generating more than US$1 billion in revenues for its 650 plus partners in 2015,” said Debrah Dhugga, managing director, Dukes Collection.

Located on the west trunk of Palm Jumeirah, the city’s most desirable island community, Dukes Dubai will deliver an upscale blend of cosmopolitan luxury twinned with British charm and tradition across 279 guestrooms including 64 stylish suites and the women-only Duchess Floor plus 227 fully furnished hotel apartments, along with six distinctive dining experiences and extensive landscaped leisure facilities including a private beach club and spa.

Dukes Dubai is the latest addition to Preferred Hotels & Resorts’ burgeoning Middle East portfolio, which has grown through a variety of new partnerships with top-end luxury properties over the past several months, including hotels under the Katara Hospitality umbrella.

A total of 91 new properties joined forces with Preferred Hotels & Resorts in 2015.