Hotel Online  Special Report

Luxe Worldwide Hotels Taps PRPRO to Market
Its Representation Services for Independent,
Luxury Hotels 
LOS ANGELES. — JUNE 12, 2005 — Luxe Worldwide Hotels, a premier hotel representation company, has selected PRPRO, a Cleveland-based public relations and media consulting group, to promote its expanding global portfolio of independently owned and operated unique luxury and boutique hotels.

Efrem Harkham, President and CEO of Luxe Worldwide Hotels, said PRPRO came highly recommended by its business partner Digital Alchemy, a provider of customer-relationship management and E-marketing solutions to Luxe Worldwide hotels and a current PRPRO client. 

"It was important for Luxe to partner with an agency that not only has a first-hand knowledge of the hotel business, but also a firm grasp of the E-marketing and support services we offer,” Harkham said. “PRPRO is comprised of a versatile group of people—namely its President Barbara Worcester, a 22-year hotel industry veteran, and her team of former full-time staff editors of Hotel & Motel Management magazine and other industry trade publications—who understand the workings of the media, the hotel business, the field of public relations, and how to create and disseminate news. 

“As a 20-year hospitality veteran and an owner of two luxury hotels myself, I understand the need for personalized sales representation and successful results,” he said. “We are proud to provide unique service to our hotels, just as PRPRO is proud to provide unique service to its PR customers.”

Harkham said that as Luxe expands the sales teams of its customer hotels worldwide by delivering their marketing messages creatively to the traveling consumer, PRPRO will expand the Luxe marketing arm by delivering its message of “strength through membership” across the industry, promoting Luxe’s e-distribution and online marketing services, including: central reservations, GDS connectivity, online channel management, Web booking engine and voice reservations. The goal, he said, is to increase Luxe’s current hotel membership of 200 hotels in 27 countries by expanding the brand in regions such as Asia, Europe, South America,  and the Middle East.

Eyes and Ears of Hospitality

PRPRO was founded in February 2001 by Worcester, former Senior Editor/Technology Editor for Hotel & Motel Management magazine for more than 10 years. Along with her coveted contacts throughout the various hotel chains, management companies, and hospitality media, Worcester developed an innate understanding of hotel technology, enabling her to explain in laymen’s terms the value that clients such as Luxe Worldwide Hotels brings to the table. 

In addition, Worcester adds a hands-on understanding of hotel operations to her PR practice, after working in various public relations, marketing and operations positions at Cleveland area hotels since 1983, when she graduated from Ohio University with a Bachelor of Science degree in Journalism, major in Public Relations.

“PRPRO is delighted to partner with Luxe Worldwide Hotels and expand our portfolio to include a company which represents some of the top luxury hotels in the world,” Worcester said. “As the hotel industry continues on its road to recovery, we are excited to spread the good news that becoming a Luxe Worldwide Hotel member will increase reservations, average rates, and room revenues.”

Luxe Worldwide Hotels, based in Los Angeles, California, is a premier representation company of independently owned and operated hotels situated in prominent international locales.  Luxe provides global sales, reservations, marketing and eBusiness services to hotel members worldwide. Make online reservations at or call toll-free 24/7 866-LUXE-411 in North America. 

PRPRO writes and distributes press releases to the hospitality trade media, national news publications and wire services; designs brochures and e-newsletters; assists in media buys and plans; coordinates direct marketing campaigns; and provides event and tradeshow management services exclusively for the hospitality industry. In addition to Luxe Worldwide Hotels, current clients include: Digital Alchemy, GBCblue, Hotel Technologies, Hospitality Solutions LLC, Lodging Unlimited – West, Multi-Systems Inc., MTech, PhoneSuite, VingCard Elsafe, TimeLox and Windmill Inns & Suites.


Barb Worcester, Principal
Tel: (440) 930-5770

Anna Gargioni
Director of Marketing
Luxe Worldwide Hotels
Tel: (310) 691-7716

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