Specialist travel PR and representation firm Lotus will retain its name after a majority shareholding was acquired by independent communications company W.

The deal, for an undisclosed sum, will create a partnership launching a new offering in the travel sector.

W’s majority stake will see it work closely with Lotus founder and CEO Sarah Johnson and board directors Jules Ugo and Kate McWilliams on their growth plans and build a full-service travel offering as part of the wider W UK and global businesses.

W’s existing travel client base – ranging from Hard Rock Hotel (London) and The Pig in the UK to Banyan Tree Hotels & Resorts and Club Med in Asia – will benefit from insight and travel business intelligence, whilst its lifestyle clients will gain travel industry connectivity and insight.

Lotus continue to trade from its London Bridge offices in the capital. It clients include the Spanish National Tourist Office, Greek National Tourism Organisation, Palladium Hotel Group, European theme park Efteling and Heathrow Express.

The deal will give it access to additional business services and input from the senior W team. W’s clients include Spotify, Three Mobile, MoneySuperMarket, Levi’s and Carabao.

W founder and global CEO Warren Johnson will join the board, along with managing director Richard Tompkins.

Warren Johnson said: “Sarah, Jules and Kate have built an incredible business with an enviable client roster and enormous potential.

“The W team and I are looking forward to working to take the business to the next level.

“It is another demonstration of the intent of our business to seek out acquisitions that enable us to further grow W beyond the confines of organic growth and continue to build out best in class sector expertise.”

Sarah Johnson added: “Since our initial meeting with Warren and the W team, the opportunity this partnership presented was clear.

“W have outstanding creative credentials, three wins at the recent PR Week awards, seven Lions at this year’s Cannes Festival of Creativity and multiple Sabre Awards – no travel marketing company is in this space.

“Travel is a resilient industry showing growth at a time when many sectors are not, we can’t wait to start this new era.”