Preferred Hotels & Resorts has partnered with Laura Ashley in a move that will see the brand's hotels represented across the marketing consortium's platforms.
There are three Laura Ashley hotels: the Belsfield in Windermere, Cumbria; the Iliffe hotel in Coventry; and the Burnham Beeches near Slough is due to rebrand. The fashion group's hospitality arm also licenses 10 tearooms.
KC Ng, chief executive of Laura Ashley, said: "This relationship marks an exciting development in our brand's history, not least for our expanding hospitality business, which has proven to help drive substantial increases in guest room revenue premium due to the distinctive Laura Ashley design, branding model, and global fanbase."
Jonathan Newbury, senior vice-president of strategic development for Preferred Hotels & Resorts, added: "We are pleased to represent Laura Ashley Hotels as the brand gears up for global expansion, and look forward to a fruitful relationship."
Preferred's global portfolio includes more than 750 member hotels, resorts and residences across 85 countries.