The pandemic as forced the closure of independent hotel sales and marketing support firm GP Associates after 27 years.
The representation company’s managing director Janine Glasspole confirmed that the company would be closed on July 30.
The company handles luxury properties such as The Lanesborough in London and Gleneagles in Scotland.
Glasspole said: “As you can imagine I have not taken this decision lightly, as GP Associates has been my life and my family for so many years. During this time, it has been an honour and privilege to represent some of the world’s most iconic independent luxury hotels.
“The effects of the pandemic, particularly on our industry, has been nothing short of catastrophic. Regretfully, attempting to sustain the business as the pandemic extended into a second year has proved impossible.
“I would like to express my appreciation to our exceptional team. Several of whom have worked in the company for more than 15 years. Their commitment, dedication and professionalism helped GP Associates to become recognised as the UK’s leading representation company.”
She added: “During these challenging times, your priorities become clear, for me and my family especially my father who now needs my time and support. Although I truly love the industry and my business, it is time to put family first and for me to say farewell.”
Several hotels are in talks to move to sales and marketing business Mason Rose run by Maria Pajares.