Great Hotels of the World has put together a pot of money devoted to helping its 250 plus members with online marketing.
Great Hotels Digital Plus kicks off with an initial fund of £200,000 and the group says it will match any additional funds added to the pot by members.
The digital fund aims to help members with individual marketing initiatives and allow them to experiment more online.
The initiative recognises that members may not have the resources or knowledge to engage in digital marketing and will provide them with a consultant to identify the best channels and create and implement a strategy.
According to a GHOTW spokesman campaigns will be tested for return on investment against agreed criteria and only those that have positive results will go ahead.
Members are being told about the initiative today.