Mr & Mrs Smith
When was the guide established? Its first guide was the UK & Ireland Hotel Collection, in October 2003.
Who created it and why? James Lohan and Tamara Heber Percy, who, as company legend puts it "were sitting together in yet another average hotel, trying to get enthused about their ‘romantic weekend' away, when they decided it was time to take action".
What method of rating does it use? Hotels are researched by "the Mr and Mrs Smith" team of four and then a shortlist is compiled. Each hotel from the shortlist is visited in person, to include a guided tour and overnight stay. Finally, the hotel is reviewed anonymously by "a selected panel of credible opinion leaders".
How does a venue get included in the guide? In-house research, plus direct contact from the establishment.
If I want to be included, who should I contact? Katy McCann on katy@mradnmrssmith.com or 020 7978 1000.
Is there any payment required to be included? Yes. The selected hotels pay for inclusion. Price not disclosed but depends on size of hotel.
What is the size and make-up of its readership? The UK guide has sold more than 70,000 copies. The company has a database of 22,000 members, who are, it claims, affluent, urban 30-somethings who plan an average of four holidays a year. Average age is 35.
