HotelsFrom launching gaming suites to offering exclusive F1 experiences, these hotels are making a name for themselves among younger travellers.

How hotels are making all the right connections with travellers

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Fairmont Singapore is appealing to gamers with the innovative launch of gamer-centric suites fully equipped with high-speed computers and gaming chairs.
Fairmont Singapore is appealing to gamers with the innovative launch of gamer-centric suites fully equipped with high-speed computers and gaming chairs. Photo Credit: Fairmont Singapore

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.
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.
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.
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.
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.
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.”

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