The former director of leisure sales at GP Associates has joined Oetker Collection as executive global head of sales for the UK.

Shirley Brooke started the new role on October 1 and will manage the UK sales and strategy for the German brand’s 150 villas and 11 hotels, including historic properties Le Bristol Paris, Eden Rock - St Barths, Hotel du Cap-Eden-Roc and Jumby Bay Island.

She said: “Today started a new role for me with the wonderful Oetker Collection, a company with hotels, people and a philosophy that I respect hugely.

“It is an exciting time for the company with new hotels opening such as The Woodward Geneva last month and Hotel La Palma in Capri next April. I am incredibly honoured and feel extremely privileged to now be Oetker Collection's head of sales in the UK.”

Brooke spent over 20 years at independent hotel sales and marketing support firm GP Associates before it closed in July this year due to the effects of the pandemic. The company handled luxury properties such as Gleneagles in Scotland and The Lanesborough in London. 

The company’s managing director Janine Glasspole said at the time: “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.”

Two former GP Associates’ team members have also recently joined forces to launch a UK office for established sales and PR company for the German speaking market, Flospitality.