Appointments & Promotions

Associated Luxury Hotels International (ALHI) Names Peter Groom Executive Director of Global Sales, and Opens Its First Global Sales Office in Europe (in London) To Serve Worldwide Portfolio

LONDON, U.K. March 28, 2017 – Associated Luxury Hotels International (ALHI), the leading independent Global Sales Organization (GSO) serving the North American Meetings, Incentives, Conferences and Exhibitions/Events (M.I.C.E.) marketplace for more than 30 years, has opened its first Global Sales office in Europe. ALHI’s new sales operation, located in London, will serve meeting professionals, incentive specialists, association executives, convention/congress specialists, and business executives throughout Europe with ALHI’s Global Sales services and professional sales support exclusively for its distinguished membership of more than 250 luxury-level and upper-upscale hotels and resorts worldwide, which specialize in serving M.I.C.E. business.

In announcing the expansion plans into Europe, ALHI’s Chief Sales Officer, Mark Sergot, also announced that hospitality industry sales professional Peter Groom has joined ALHI as Executive Director of Global Sales. Groom comes to ALHI from Fairmont Raffles Hotels International (FRHI) where he served for the past five years in London as the Director of Global Accounts. In the newly created position, Groom will focus on serving the M.I.C.E. marketplace in the United Kingdom, and in Europe, with a robust portfolio of over 250 luxury hotels and resorts worldwide. In the position, he will assist meeting and incentive professionals throughout Europe who are interested in conducting conventions, meetings and/or incentive travel programs at any of ALHI’s distinctive luxury-level, mostly independent member hotels and resorts around the world. He will be based in ALHI’s new GSO office in London.

“With over 30 years of GSO service to the North American marketplace, we are very pleased to now expand our ALHI GSO services abroad, in response to the many requests from planners and Members,” said Sergot. “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.”

Sergot added, “Plus, ALHI’s portfolio also features a Global Luxury Alliance partnership that includes 23 luxury cruise ships appropriate for M&I programs, and Destination Management Companies in 100-plus locations worldwide. Peter and our entire ALHI team look forward to serving the needs of planners in the United Kingdom and throughout Europe.”

In his previous position with FRHI, the highly accomplished Groom was responsible for the strategic account management for key global sales accounts in the U.K., the Netherlands and Scandinavia for FRHI’s global portfolio of 120 luxury-level hotels across the Fairmont, Raffles & Swissotel brands. Prior to his tenure with FRHI, the 13-year hospitality industry veteran served as Regional Sales Manager for Morgans Hotel Group for its 12 luxury hotels worldwide, also based in London. Earlier, he served as Group Sales Executive – EMEA for Worldhotels, a company recently acquired by ALHI’s parent company Associated Luxury Hotels. Groom serves on the Board of Directors for SITE Great Britain, and may be reached at and in London at +44 20 737 967 93.

Groom said, “I am very proud to join such an outstanding organization as ALHI, and I look forward to serving meeting, convention and incentive professionals in Europe on behalf of ALHI’s truly exceptional hotels and resorts around the world. It will be rewarding for me to bring Accounts across my marketplace so many outstanding hotels and destination options, knowing that they each specialize in providing extraordinary venues and services specifically for meetings and programs of all types.”

ALHI ( features a distinguished portfolio of luxury-level city center business hotels, historic grand landmark hotels, lifestyle hotels, boutique hotels and exquisite resorts, which offer a total of 138,500 rooms and more than 10 million square feet of meeting space. The membership-based, dues-funded ALHI offers extensive GSO sales services throughout the United States, Canada and now Europe, at no cost to the Accounts, providing valuable services, expertise, local connectivity, market intelligence, and account advocacy for M&I programs of any size and scope worldwide. Collectively ALHI is prepared to assist Accounts with their programs in more than 63 countries worldwide.

For more information about ALHI, to inquire about any of the ALHI portfolio properties and Alliance partners, and/or to acquire a free copy of ALHI’s “2017 Global Meeting Guide,” contact your nearest of the 21 ALHI Global Sales offices in the U.S., Canada and now London. For specific contacts, go to to identify the nearest “ALHI GSO Team” sales professionals in your area.

About ALHI, with 250 Hotels & Resorts + Alliance Members

ALHI (, established in 1986, is the leading independent Global Sales Organization serving the North American meetings and incentive (M&I) marketplace, providing one-call local access for its distinguished membership of more than 250 luxury-level hotels and resorts, collectively comprising 138,500 rooms. ALHI’s portfolio also features a Global Luxury Alliance partnership including 23 luxury cruise ships appropriate for M&I programs, and Destination Management Companies (DMCs) in 100-plus locations worldwide. ALHI, effectively, assists M&I planners with their M&I programs in more than 63 countries. The member dues-funded ALHI offers extensive GSO sales services at no cost to M&I customers, providing valuable services, expertise, local connectivity, market intelligence, and account advocacy. ALHI features 21 Global Sales offices situated in the United States, Canada, and the U.K., and is headquartered in Orlando, Florida.

Coming Up In The May Online Hotel Business Review

Feature Focus
Eco-Friendly Practices: The Value of Sustainability
The hotel industry continues to make remarkable progress in implementing sustainability policies and procedures in their properties throughout the world. As a result, they continue to reap the benefits of increased profitability, enhanced guest experiences, and improved community relations. In addition, as industry standards are codified and adopted worldwide, hotels can now compare how their operations measure up against their competitors in terms of sustainable practices and accomplishments. This capacity to publicly compare and contrast is spurring competition and driving innovation as hotels do not wish to be left behind in this area. Water management and conservation is still a primary issue as population growth, urbanization, pollution and wasteful consumption patterns place increasing demands on freshwater supply. Water recycling; installing low-flow fixtures; using digital sensors to control water usage; and even harvesting rainwater are just a few things that some hotels are doing to preserve this precious resource. Waste management is another major concern. Through policies of reduce, reuse and recycle, some hotels are implementing “zero-waste” programs with the goal of substantially reducing their landfill waste which produces carbon dioxide and methane gases. Other hotels have established comprehensive training programs that reinforce the value of sustainability. There is employee engagement through posters and quizzes, and even contests are held to increase innovation, sensitivity and environmental awareness. Some hotels are also monitoring a guest’s energy usage and rewarding those who consumed less energy with gifts and incentives. The May issue of the Hotel Business Review will document how some hotels are integrating eco-friendly practices into their operations and how they and the environment are benefiting from them.