The Preferred Hotel Group is planning aggressive expansion in Asia Pacific and North America, while seeking to improve ties with the trade.
The consortium aims to provide equal global coverage for each of its four brands, which consist of Preferred Hotels and Resorts, Preferred Boutique, Summit and Sterling.
More Summit hotels will be added in North America, while properties in Asia will be added to all three brands.
Marketing director Chris Fradin said the company had shelved plans to cut out the middle man by selling flights, insurance and car hire.
It was reported in 2006 that Preferred was implementing technology which would allow it to take control of its own distribution and take advantage of the boom in dynamic packaging.
However, Fradin said this would not go ahead.
He said: “Most of our business goes through GDSs but we want to develop better relationships with leisure agents. They are very important to us.
“In April we launch a new website for each of the four brands so this will help agents differentiate between them. As more customers are looking for unusual properties, agents need to know where they are sending their client is of a certain standard.”
Meanwhile, this week the consortium is launching a series of packages to attract more families ahead of the school holidays.
Family Ties packages include junior concierge services and behind-the-scenes tours of the hotel or local attractions.
The company struck up an agreement with Historic Hotels of America in October, adding 200 hotels to the portfolio and bringing its total offering to 600.
It has also reported good take-up of its I Prefer loyalty programme, with 110,000 members using the card to gain extras such as free internet usage.