SLG is the parent company for eight travel brands including Shearings Holidays, National Holidays, Bay Hotels, Coast & Country Hotels and Country Living Hotels.

The group already operates 44 UK hotels and says hoteliers joining it will benefit from its buying power and year-round distribution through four tour operator businesses, including Shearings Holidays and National Holidays.

SLG also says partners will benefit from supplier agreements with websites, travel agents and third party distributors.

Chief executive Richard Calvert said: “We are a vertically integrated leisure company carrying over one million customers a year though our multiple distribution channels, transportation options and three distinct hotels brands.

“Our hotels achieve enviable high occupancies year round. This is done by us leveraging our own tour operator brands while also working with third-party distribution partners to drive incredible levels of repeat customers through coach, self-drive, rail and air holidays.”