It pays to be in good company – just ask the hotel industry.
Luxury hotels chains are increasingly connecting with sportswear,
fashion, or sporting teams to extend the reach of their brands to new –
often younger - audiences.
According to one marketing expert, “A collaboration can be a way of
simply livening up marketing strategy with an element of surprise or
delight – jolting consumers out of complacency, grabbing attention and
shifting units.”
Collaborations can change the perception of a hotel – from safe and
staid to fresh and fabulous. They can add huge value by extending the
potential audience and bringing the brand to a new demographic who may
not have previously registered the name.
The Razer suites at The Fairmont Singapore. Photo Credit: Fairmont Singapore
Example: Fairmont Singapore created a partnership
with Razer, the leading global lifestyle brand for gamers. In May, the
hotel unveiled the first-of-its-kind gamer-centric suites that blend the
world of gaming with luxury hospitality.
Marcus Hanna, managing director of Fairmont Singapore and Swissotel
The Stamford, says, “Razer is one of the most recognised and notable
gaming lifestyle brands in the world and so this presented a great
opportunity to introduce the ultimate gamer-centric experience amidst a
luxe and indulgent setting. A first-of-its-kind experience.”
Hanna said Fairmont Singapore recognised the huge potential of
esports and gaming. “At the heart of it, it also reflects our continued
focus and commitment towards bringing unique experiences that appeal to
different passions and ages.”
Yotel guests can opt for a special ‘Do It On The Daily’ Urban Jungle bundle that comes inclusive of hair and bodycare products. Photo Credit: Yotel
Example: Yotel is collaborating with Australian
ethical beauty brand, Urban Jungle. Yotel guests in Amsterdam,
Edinburgh, London City and Singapore can add special Urban Jungle
bundles and packages when they book their stay on its official website.
“Yotel is more than just a hotel group – we’re a lifestyle brand with
a bold, fuss-free philosophy. As we continue to innovate with style, we
seek relevant partners who share a similar mindset and aesthetic.” said
Olivia Donnan, VP of Brand and Communications, Yotel.
“Urban Jungle is disrupting the beauty market and changing the
perception of hotel hair and body care with its big bottles,
high-quality products and ethically sourced ingredients.
“With this partnership, we have the opportunity to tap into a new
like-minded customer base, creating enhanced customer experiences for
all our guests.”
FILA House Shanghai is expected to debut in 2024 within ANTA Group’s new Shanghai headquarters in the West Hongqiao Business District. Photo Credit: Hyatt
Example: Hyatt has unveiled plans to open the
world’s first Fila-branded hotel in partnership with China’s ANTA Sports
Products. Fila House Shanghai will be part of five separate buildings
“envisioned to be a destination for sports retail as well as a space to
showcase the latest trends in sports apparel”.
The
Hyatt group also has plans for the first Hello Kitty-branded hotel,
which is set to open in 2025 as part of the Sanya Hello Kitty Resort,
which – like Fila House – will be marketed under Hyatt’s JdV brand.
For 75,000 points, Hilton Honors members can redeem a private Jessie J concert. Photo Credit: YouTube/Hilton Honors
Example: Hilton, through its Hilton Honors loyalty
programme, has a long-standing partnership with global entertainment
company Live Nation. Honors members have been able to share unique
experiences with world-famous musicians such as Jessie J, Coldplay,
Halsey – including intimate concerts, meet-and-greets, private release
parties and more.
In
the sporting arena, Hilton’s partnership with McLaren Racing since 2005
has presented members with money-can’t-buy activities at race locations
all around the world. At the Singapore Grand Prix, members gain exclusive chances to join the McLaren Formula 1 team to take part in joint activities across the race and garage.
“Travellers have become more discerning and expect brands to create
authentic moments through offerings that resonate strongly with their
personal passion points,” says Ben George, Hilton senior vice president
& commercial director, Asia Pacific.
Guests at Four Seasons Jimbaran Bay can engage Tropicsurf's surf guides for lessons in prime uncrowded waves by boat along the Airport to Bukit stretch. Photo Credit: YouTube/Tropicsurf - art of luxury surfing
Example: Four Seasons Jimbaran Bay, Bali has
partnered with Tropicsurf, whose surf guide Blake McKinnon offers
private lessons and tours direct from the resort’s beach, and a
helisurfing tour to a national park in Java.
Four Seasons Bali is also opening a Rossano Ferretti hair salon,
expanding the menu at its new spa to offer guests the highest quality
hair care with designer Italian products and the Ferretti stylist
Raffaele Bruognolo. “These are highly specialised services that we could
not deliver without the right partners,” says Randy Shimabuku, general
manager of Four Seasons Resorts Bali:
Fairmont Singapore’s Hanna says the days are gone when brand
collaborations were made up of a few boutiques in the lobby, or bathroom
amenities from luxury brands.
“This has since evolved quite radically to make way for a new era of
consumer behaviour in terms of interests and habits,” he adds.
“We’ve entered a new chapter where experience-focused strategic and
creative partnerships help create win-win for both brands - to engage
with new audiences, extend revenue streams, and further build brand
preference and recognition.”