The Stafford London, which last week severed ties with Kempinski Hotels, has announced that it has been accepted into membership of Preferred Hotels & Resorts.
The five-red-AA-star, 105-bedroom hotel in St James will join the US-based hotel consortium on 10 September.
Through its membership of Preferred Hotels & Resorts - a brand of the Preferred Hotel Group - the 102-year-old hotel will receive sales, marketing, distribution and technology support. By enrolling on the consortium's iPrefer loyalty programme, guests will be able to enjoy benefits at more than 500 properties within the Preferred Hotel Group.
Brenda Collin, regional director of the UK, Ireland & Nordics for Preferred Hotel Group, said that the decision by the Stafford to join the consortium as an independent property showcases the brand as a key partner for UK hotels. "The hotel aligns perfectly with our standards of excellence, and we look forward to a long and successful partnership," she added.
The Stafford London has also announced sales affiliations in the USA, partnering with Wegner Associates on the east coast and JH Travel Marketing on the west coast and Texas.
Christine Hodder, general manager of the Stafford London, explained that it was important to have taken time to identify new partners that share the hotel's service and business values.
"We are confident that the new partnerships will only strengthen the Stafford London's position in the key markets," she said.