It is understood Fleishman-Hillard won a competitive pitch for Starwood Hotels and Resorts' retained EMEA work, with a contract being thrashed out as PRWeek went to press.
The agency will handle group comms in key markets across the region, although the precise nature of the brief is still under discussion.
There is no incumbent as this is thought to represent the start of a new group-level focus for the hotelier.
Starwood, which owns brands including Sheraton, Le Meridien, The Lanesborough, Aloft and the Park Lane Hotel, currently has a number of PR agencies representing individual brands. These relationships are understood to be unaffected by the new deal.
F-H was unable to comment on the value of the deal, but industry sources said the multi-jurisdiction brief was worth upwards of six figures annually.
Emma Wiseman, a director in F-H's consumer practice, said that the agency was still in the final stages of conversation with Starwood on how the account would be managed.
She said: 'We are talking to Starwood Hotels and Resorts' EMEA division about a newly created PR agency role supporting a number of key markets in the region. At this stage, more specific details of what this might look like are to be confirmed but we are hopeful of moving this forward.'
The consumer division of F-H already works with Universal Orlando Resort and City Inn Contemporary Hotels.
Starwood Hotels and Resorts declined to comment, but the contractual details are expected to be finalised in the coming days.
Elsewhere, luxury spa group Champneys has drafted in The Outside Organisation to develop and implement a full consumer PR campaign for the brand.