Peter Groom joins ALHI to open London office

Associated Luxury Hotels International (ALHI) brings former Fairmont director of global accounts in the UK on board as part of European expansion.

Peter Groom joins ALHI to open London office as part of European expansion
Peter Groom joins ALHI to open London office as part of European expansion

ALHI - a Global Sales Organisation (GSO) dedicated to the MICE marketplace - has appointed Peter Groom to open its first European office in London.

The company provides global sales services exclusively for over 250 luxury level hotels and resorts, including Kempinski Hotels & Resorts, plus an alliance of cruise ships and DMCs.

ALHI has been serving the North American MICE market for more than 30 years, and Groom’s appointment represents its first move into the European market.

In the newly created position, Groom will focus assisting UK and European MICE planners interested in booking conventions, meetings or incentive travel programmes at any of ALHI’s member hotels and resorts around the world. He will be based in ALHI's new GSO office in London.

Chief sales officer, Mark Sergot said: "We are very pleased to now expand our ALHI GSO services abroad, in response to the many requests from planners and members. 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."

Groom added: "I am very proud to join such an outstanding organisation as ALHI. It will be rewarding for me to bring accounts across my marketplace so many outstanding hotels and destination options."  

In his previous position with FRHI, Groom was responsible for the strategic account management for key global sales accounts in the UK, the Netherlands and Scandinavia across the Fairmont, Raffles & Swissotel brands. He also previously held roles at Morgan’s Hotel Group and Worldhotels, a company recently acquired by ALHI’s parent company Associated Luxury Hotels.

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