Pride of Britain Hotels is a not-for-profit marketing consortium for small, privately owned luxury hotels in the UK.

The consortium was formed in 1982 to enable like-minded hoteliers to pool their resources to reach a wider audience of discerning customers. Mission statement: 'To effectively market and support a collection of the finest privately owned hotels in Britain'.

Membership is limited to no more than 50 properties, and it is the members themselves who decide whether a new applicant is suitable to belong to the consortium, following anonymous inspection and a vote. There is no rule preventing our member hoteliers from belonging to other consortia if they so wish and our marketing programme is almost entirely directed towards discerning consumers here in Britain. We have no formal links with third party travel companies and employ no overseas representatives. Whilst results cannot be guaranteed, member hotels can expect to benefit greatly from national exposure in newspapers and magazines, telephone and electronic reservations and many other opportunities. Members pay a fixed annual fee and this, along with all income from sponsorship, is spent on marketing the collection.

Applications from privately owned and operated hotels that have achieved the equivalent of AA Red Star status are particularly welcomed. The consortium seeks to represent a mixture of traditional and contemporary styles of hotel, with an emphasis on great hospitality.

For further information, please contact us