The Leading Hotels of the World (LHW) has appointed UK-based hospitality performance platform Journey as a preferred supplier of digital marketing, website services, and gift voucher solutions as part of its Leading Strategic Sourcing (LSS) programme.

With over 425 independent hotels across more than 80 countries, LHW has partnered with DayBlink GPO on the LSS programme to offer its members access to technology, marketing, and commercial solutions aimed at improving operational performance.

Under this agreement, LHW members will have access to digital services and connected technology provided by Journey. These services are designed to help hotels grow direct channels and streamline online operations.

Journey already collaborates with several LHW member properties, including The Landmark London and Beaverbrook Surrey Hills.

LHW continues to focus on digital transformation, with its independent hotels seeking to strengthen their direct customer channels and enhance their online guest experience.

The collaboration with Journey aims to assist members in these efforts, offering web development, digital marketing, and conversion optimisation tools to support hotel performance.

This preferred vendor relationship intends to allow member hotels to access technology designed to drive revenue and reduce operational complexity.

Journey founder and CEO Simon Bullingham said: “Guests expect seamless digital experiences they can personalise to their exact preferences, but the real opportunity lies in how hotel experiences are packaged, promoted, and presented to guests, not just rooms.

“Our alliance with LHW is about giving independent hotels the tools to do exactly that, offering a more joined-up experience, driving conversion, increasing total guest spend, and making digital commerce a core part of their commercial strategy.”