Hotel representation company GP Associates is to close after 27 years due to the impact of the global pandemic.

The company’s Managing Director Janine Glasspole announced that the company will close on 30 July.

GP Associates provides sales and marketing support for luxury hotels in the UK and across the world including Gleneagles (pictured above), Beaverbrook, Hotel Metropole Monte Carlo, 7Pines Resort Ibiza, Myconian Collection in Mykonos and Hotel Du Cap-Eden-Roc.

“As you can imagine I have not taken this decision lightly, as GP Associates has been my life and my family for so many years. During this time, it has been an honour and privilege to represent some of the world’s most iconic independent luxury hotels,” said Glasspole.

“The effects of the pandemic, particularly on our industry, has been nothing short of catastrophic. Regretfully, attempting to sustain the business as the pandemic extended into a second year has proved impossible.

“I would like to express my appreciation to our exceptional team. Several of whom have worked in the company for more than 15 years. Their commitment, dedication and professionalism helped GP Associates to become recognised as the UK’s leading representation company.”

Glasspole said that over the past month she has been in discussions with Maria Pajares, Managing Director at Mason Rose, and that several of the hotels are now in conversation with Maria regarding transitioning into the Mason Rose portfolio.