RMS has partnered with Pride of Britain Hotels to provide a unified technology platform for more than 50 independent luxury properties across the United Kingdom.
The agreement is aimed at helping member hotels address rising guest expectations, increasing operational complexity, and intensifying competition within the luxury hospitality segment.
Independent hotels are facing growing pressure to deliver personalized, experience-led stays while maintaining the distinct character that differentiates them in the market.
At the same time, operators are being pushed to improve efficiency, reduce reliance on manual processes, and identify new revenue streams.
RMS said its integrated platform was selected to help Pride of Britain Hotels members streamline reservations, operations, guest engagement, and payments within a single system.
The platform is designed to provide real-time visibility across hotel operations and support more connected guest experiences throughout the booking and stay journey.
A key feature includes enabling hotels to package and promote additional services, such as dining, spa treatments, and on-property experiences, directly within the booking process.
This capability is intended to support incremental revenue generation while enhancing the overall guest offering.
According to a press release, Kalindi Juneja, chief executive officer of Pride of Britain Hotels, said, “Luxury today is defined by relevance and authenticity, not standardisation.”
“Our role is to ensure that each of our hotels can translate its distinct character into something guests can easily discover and engage with,” Juneja said. “RMS brings the infrastructure to support that shift in a way that is both commercially robust and true to the individuality of our collection.”
Sandrine Zechbauer, chief marketing officer at RMS, also said the partnership is focused on simplifying operations while improving conversion.
“Independent hotels have incredible stories to tell, but stories alone don’t drive conversions,” Zechbauer said. “This partnership is about giving operators a single platform that simplifies the way they work, while helping them turn their unique offering into something guests can easily discover, book and engage with.”
Toby Ashworth, a member of Pride of Britain Hotels, said the system has already demonstrated operational value.
“Having worked with RMS since 2023, I know first-hand the difference the right property management system makes to the guest experience,” Ashworth said. “I’m delighted to welcome them as the preferred PMS partner for Pride of Britain Hotels.”
Featured image by RMS