Hotel room aggregator Laterooms.com has partnered with the Bed & Breakfast Association as it attempts to promote the sector in the UK.

The new campaign – entitled B&B Lives – is designed to provide exposure for bed and breakfast establishments, while simultaneously telling the stories of the people that set them up.

At the same time, Laterooms.com hopes to encourage consumers to consider B&Bs when booking accommodation for a leisure break or for business travel.

Andrew Pumphrey, managing director of Laterooms.com, said: “Our partnership with the Bed & Breakfast Association will help us reach out to B&B owners across the UK, all of whom play a vital role in providing a unique type of accommodation that can offer a great alternative to a hotel stay.

“We want to challenge the perception that B&Bs are old- fashioned, while showcasing the hidden treasures that can be found on our website.

“We are confident that the campaign will show some real support for this wonderfully independent industry.”

To achieve this Laterooms.com will create a dedicated B&B section of its site and distribute ‘I’m a B&B Gem’ window stickers encouraging customers to review their bed and breakfast stay on LateRooms.com.