A husband and wife team with over 60 years’ luxury hotel experience between them has launched a new hotel membership initiative, aimed at promoting and supporting independent boutique and luxury hotels across the UK.

LBH (Luxury & Boutique Hotels) is the brainchild of Optimum Hotel Management owner Gregor Ritchie and his wife, Claire, offering member hotels exclusive access to a range of support services, including guest PMS systems, procurement reduction opportunities and regular member networking ‘wallows’. Members are also listed on the LBH hotel marketing platform, www.lbhotels.co.uk, which offers consumers preferential rates, offers and inspiration, and an on-line booking engine with no commissions.

LBH members already include Pennyhill Park in Bagshot (pictured here), Royal Garden Hotel in London, Hoar Cross Hall in Burton upon Trent, and the Feversham Arms in North Yorkshire, all of which boast a combination of world leading spas, Michelin-rated restaurants and five stars. Pennyhill Park recently scored the highest accreditation on BVA BDRC’s VenueVerdict in its first year of assessment.

“Ours is a heartfelt mission to bring back a commercial edge to high-end independent hotels,” said Gregor. “This is no cookie cutter approach; our aim is to use our considerable experience in every aspect of owning, managing, building and refurbishing a hotel, to give genuine and credible insight and delivery to improve or turn around a hotel business. We want to help hotel owners so they are working on the business, not in the business; leveraging brand value and driving direct bookings.

“From a consumer perspective, LBH is a carefully crafted collection of fabulous hotels which we know intimately and have personally visited. It offers guests great rates and insider know-how on both the hotels and the surrounding area - those little extras that make a break even more memorable.”

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Twitter: @lbhotelsuk

LinkedIn: www.linkedin.com/company/lbhotels