The hospitality arm of the AA has entered a joint venture with Enthuse Holdings, with the publisher acquiring 51% of the business.
The AA said that the merger would allow it to accelerate the digitisation of its range of services, as well as creating operational efficiencies through a shared services platform.
Enthuse is a publishing media group with a portfolio of enthusiast magazines which include Hi-Fi Choice, Woodworking News, Model Engineer and Total Carp.
AA Hotel & Hospitality Services managing director Simon Numphud said: “We are delighted to be working with the Enthuse Group which will enable our hotels and hospitality business to accelerate its digitisation and growth plans. As the UK’s leading quality assessment organisation, it gives us an exciting platform to evolve our products and services for the future benefit of all the hospitality businesses we work with.”