QHotels has appointed its first family ambassador in a bid to boost its family-friendly offering.
Sarah Christie, from Lancashire, won the year-long role after a nationwide search. She and her family will now stay at all 27 of QHotels' properties, and advise on how to improve the experience for families.
The company commended Christie's entry for its innovation, and especially favoured its mix of online and offline activities, including interactive games, and characters telling the story of each hotel.
Claire Rowland, director of marketing at QHotels, said: "It seemed clear to us that parents and our customers are best placed to tell us what we can do to make our hotels even more family friendly. By working with a family ambassador, we can ensure we're staying one step ahead and continue to improve our award-winning offering."
She added: "We're thrilled to work with Sarah as our family ambassador for the next year and can't wait to get started."
Christie, who writes the Extraordinary Chaos blog, said: "I feel so honoured to have been chosen for this fantastic role. Our next step is to sit down and plan our visits; I have so many great ideas and can't wait to start."
QHotels operates 27 four-star hotels across the UK, including golf and health clubs. It is believed to have bought De Vere Hotels for a around £160m; and in 2006 it acquired the Marston Hotel group for £180m.