by Cheryl-Anne Sturken | March 29, 2017
Associated Luxury Hotels International today opened a sales office in London, its first in Europe, to serve its worldwide portfolio of more than 250 member hotels and resorts.
 
The London office will serve meeting professionals, incentive specialists, association executives, convention/congress specialists and business executives throughout Europe, providing them with ALHI's Global Sales services and professional sales support exclusively for its distinguished membership of luxury-level and upper-upscale properties that specialize in serving MICE business.
 
In announcing the expansion plans into Europe, Mark Sergot, chief sales officer for ALHI, said the new office would be headed by veteran hospitality professional Peter Groom in the newly created position of executive director of global accounts. Groom joins ALHI from Fairmont Raffles Hotels International, where he served for the past five years in London as the director of global accounts. Groom will focus on serving the MICE marketplace, assisting meeting and incentive professionals throughout Europe who are interested in conducting conventions, meetings and/or incentive travel programs at any of ALHI's member properties.
 
"With over 30 years of Global Sales Office service to the North American marketplace, we are very pleased to now expand our ALHI GSO services abroad, in response to the many requests from planners and members," said Sergot in a statement announcing the opening of the London office and the hiring of Groom."With the addition of Peter, who brings tremendous global experience and a wonderful passion for serving clients and members, European meeting and incentive professionals now have quick one-call access to ALHI's portfolio of more than 250 exceptional hotels and resorts in 63 countries."
 
In addition, Sergot added, "ALHI's portfolio also features a Global Luxury Alliance partnership that includes 23 luxury cruise ships appropriate for meeting and incentive programs, and destination management companies in 100-plus locations worldwide. Peter and our entire ALHI team look forward to serving the needs of planners in the United Kingdom and throughout Europe."
 
In his previous position with Fairmont Raffles, Groom was responsible for the strategic account management for key global sales accounts in the U.K., Netherlands and Scandinavia for a global portfolio of 120 luxury hotels across the Fairmont, Raffles & Swissotel brands. Prior to this, he served with Morgans Hotel Group. Groom currently serves on the board of directors for SITE Great Britain.
 
"I am very proud to join such an outstanding organization as ALHI, and I look forward to serving meeting, convention and incentive professionals in Europe on behalf of ALHI's truly exceptional hotels and resorts around the world," said Groom in a statement announcing his new role. "It will be rewarding for me to bring accounts across my marketplace to so many outstanding hotels and destination options, knowing that they each specialize in providing extraordinary venues and services specifically for meetings and programs of all types."