Black Book’s Hotel Host Programme will showcase London’s luxury hotels by offering travel advisors stays at nearly 30 properties during the event.
Experiencing the city as a guest
Agents attending Black Book can book a one-night stay on 21 October. The initiative extends beyond basic accommodation. Participants will experience the properties as clients do—testing rooms, service, amenities, and surrounding areas.
Gaining firsthand knowledge of the capital’s hotels will enhance the Black Book learning experience. It will also help advisors answer future travel questions, whether for couples on leisure trips, family celebrations, or business stays.
April Hutchinson, Head of Luxury at TTG Media, stated the programme sets Black Book apart. “We want advisors to experience London fully, which means staying in a variety of hotels. There’s no better way to understand a property than by staying there yourself—feeling the atmosphere, service, and what makes it suitable for different clients. The hosts aren’t just providing a bed; they’re helping advisors become true experts in each hotel and, often, the brand behind it. This builds confidence when recommending London options.”
A diverse lineup of properties
The programme’s first year features a mix of established names, boutique hotels, and recent additions, reflecting the city’s wide range of luxury offerings.
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Hilton Luxury Brands serves as Platinum Hotel Partner. Advisors will stay at Conrad London St. James, The BoTree, and London Hilton on Park Lane, all of which will also exhibit at the event. Hilton will share updates on its London properties and broader brand as a key lunch sponsor. The Hilton London Angel Islington, near the Business Design Centre venue, will host exhibitors and attendees, many of whom can access special rates.
Other participants include well-known luxury addresses like COMO Metropolitan London, Corinthia London, Four Seasons Hotel London at Park Lane and Four Seasons Tower Bridge, Hotel Cafe Royal, and The Berkeley, alongside smaller properties such as The Emory, 11 Cadogan Gardens, The Chelsea Townhouse, and One Aldwych.
The initiative highlights newer or evolving areas of the city’s hospitality scene. Hyatt Regency London Olympia, which opened in July, offers a fresh option in Kensington Olympia. The Shepherd Mayfair is set to open in September in Shepherd Market. Firmdale Hotels will host advisors across its distinctive portfolio, including Charlotte Street Hotel, Covent Garden Hotel, Ham Yard Hotel, Haymarket Hotel, and The Soho Hotel—all known for unique design and local character.
Design-focused hotels like ME London, Nobu Hotel London Portman Square, and Middle Eight will also welcome agents, along with W London and EDITION from Marriott International Luxury Group. The Park Tower Luxury Collection and JW Marriott Grosvenor House will also host advisors.
This hands-on approach lets advisors build expertise while exploring the city’s best accommodations.