Pride of Britain notches up two new members

Sales and marketing consortium Pride of Britain has announced two new members, nudging the collection up to 46 hotels, close to its limit of 50.

The latest additions are the five-AA-star Rockliffe Hall hotel golf & spa in Darlington (pictured) and four-red-AA-star Armathwaite Hall in Keswick, Cumbria.

Peter Hancock, chief executive at Pride of Britain, said: "We are delighted to welcome these two newly-elected member hotels into Pride of Britain. Unusually for a marketing consortium, we have an upper limit of 50 in order to preserve the quality and exclusivity of the brand, which stands for great hospitality. This is one of the luxuries of being a not-for-profit organisation, though we must also strive to include the best hotels in Britain for the sake of our customers. It will be interesting to see who fills the four remaining spaces."

Earlier this year, the Pear Tree at Purton dropped out of the consortium and the Feathers at Woodstock and Lords of the Manor at Upper Slaughter in the Cotswolds have given notice.

The admission of new members is dependent on a successful first inspection by one current member hotelier, whose report is then considered by the Pride of Britain board. Mystery guests then visit member hotels at least once every two years.

At 33 years old, Pride of Britain markets its hotels to UK consumers through a mix of online and offline communication channels.

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