London Theatre Direct (LTD) has teamed up with West End theatre ticket agent Albemarle of London.

As part of the deal, Albemarle of London will be able to use LTD’s business-to-business distribution and API technology including support for socially distanced productions and contactless ticketing.

Nick Chritchley, managing director of Albemarle, said: “We are delighted to be partnering with London Theatre Direct so our partners take advantage of all the excellent technological innovation LTD has pioneered, particularly this past year. It also means our partners and Ticket Desks have access to a greatly expanded selection of product and availability.”

Albemarle, which has been established in the West End for over 50 years and works closely with top hotels in London, operates its own Theatre Ticket Desks at renowned hotels such as Dorchester and Claridges.

The partnership will enable theatrical producers and marketing agencies to continue to access the marketing opportunities that Albemarle and their clients provide.

The agreement is an extension of the previously announced ticketing and marketing partnerships including The Theatre Cafe and London Theatre Bookings.

Ryan Woods, marketing director at LTD, said: “As we return to live entertainment in the West End, London Theatre Direct is providing a 360 degree solution across the day sales channels and exposure across London’s hotel concierges and physical ticket sales channels. It’s very exciting to be working with the team at Albemarle and offer their clients full access to our cutting edge tech and contactless customer sales solutions.”

LTD is one of the UK’s leading ticket retailers and distributors and was one of the first companies to sell theatre tickets online in the UK.

Mark Prethero, commercial director at LTD, added: “As domestic tourism and staycations are set to take the capital by storm this year, followed swiftly by the return of international tourists, we’re excited to work with Albemarle to maximise this opportunity.”