The British Hospitality Association (BHA) has announced that Sky, a major entertainment and communications company, has joined it as a key partner.
Following this, Sky, already recognised as Patron sponsor of the 2014 Hospitality and Tourism Summit, will connect with the BHA and its members to explore various themes impacting all aspects of the guest experience.
Both the organisations will work in collaboration with BHA members, starting by hosting a thought leadership innovation workshop early next year.
The partnership aims to enhance the guest in-room experience through innovation to increase customer loyalty, drive room sales, increase premium room rates and boost positive customer reviews.
BHA CEO Ufi Ibrahim said: "Working together with Sky enables the BHA and its members to share knowledge, ideas and experience to help shape the future of in room guest experience.
"Ultimately, we want the UK to be renowned as the global industry leader for hospitality and tourism, and evolving the guest experience in hotels through innovation is a powerful and exciting next step."
Sky Business Deputy MD Alison Dolan said: "Sky prides itself on constantly evolving how and where people enjoy our award-winning content, and the hospitality industry plays a key role in this.
"By offering high-quality and flexible in-room entertainment, as well as sports and news, hoteliers can drive meaningful customer satisfaction and this partnership provides the perfect platform to share, discuss and explore this potential through the BHA and its respected industry-leading members."