Hand Picked Hotels is to gain its first presence in central London as part of a new partnership.
The privately owned and managed hotel group has forged an agreement with family-owned Flemings Mayfair Hotel.
The deal, which comes into effect on April 1, means that Flemings Mayfair Hotel, and its sister Down Hall Country House Hotel in Hertfordshire, will be represented by the 17-strong Hand Picked Hotels group.
They will both become part of a co-ordinated sales and marketing platform targeting London and the provinces.
While both brands will be kept separate, the plans is to optimise promotional opportunities with joint participation in a range of sales and marketing activities.
Both groups have also made a commitment to look at common purchasing initiatives which allow both to benefit from aggregated purchasing volumes, to reducing operating costs in today’s ‘challenging’ trading conditions.
Hand Picked Hotels operations director Douglas Waddell said: “For some time now we have been looking to identify a suitable London partner who will give our existing customer base a similar type of product and experience.
“In Flemings Mayfair Hotel we could not have found a more suitable partner and alongside Down Hall Country House Hotel, helps us to strengthen our distribution network with a product which is of the same standard as Hand Picked Hotels and has a similar approach to looking after guests.”
Simon Scarborough, operations director of Flemings Mayfair and Down Hall Country House Hotel added: “We all are looking for creative ways to overcome these challenging market conditions.
“A special relationship with Hand Picked Hotels at this time will allow us to increase our sales and marketing activity and reach new customer bases without increasing our costs.”
by Phil Davies
