Partnerships play an essential role in the hospitality industry and luxury hotels work with compatible businesses to provide unique experiences to guests and draw in new bookers.

By offering everything from local adventures to exclusive shopping excursions, they can position themselves as experts and elevate their brands.

A Step up in Fitness
Today’s travelers don’t want to dump their fitness routines as soon as they leave home. Instead, they strive to maintain healthy lifestyles. To meet these expectations, Marriott’s Westin brand has partnered with Peloton to offer stationary bikes in 70 of the hotel’s locations, including inside gym studios and guest rooms.

According to Brian Povinelli, the senior vice president and global brand leader for Westin Hotels & Resorts, guests enjoy the convenience the in-room bikes offer. They can get in an early-morning workout before heading to their destination or attending a business meeting. Plus, there’s the bonus of additional privacy.

A Musical Experience
One trend dominating the hospitality industry is the experience-focused stay. Guests want more than a room to sleep in and a continental breakfast. As a result, Hyatt Centric has collaborated with Sofar Sounds and Spotify to provide immersive and personal music events.

At the brand’s locations in New York, Chicago, Madrid and Uruguay, guests can attend secret concerts featuring local, emerging musical talent. The concert series kicked off on Nov. 8 in Times Square with a show by Lennon Stella. Spotify users can also tap into the experience by searching for the Hyatt Centric playlists on the app.

A Taste of Fine Art
JW Marriott is taking a stance to draw in art lovers around the globe with its Christie’s auction house partnership. Guests can preview pieces from upcoming sales at the hotel’s exhibits, including post-war and contemporary art, photographs, jewelry and more.

In one London event, the brand offered guests a chance to view 50 lots of previously unpublished and never-before-seen photographs of the Beatles during their first visit to America in 1964. Once at auction, Christie’s expects the collection to bring in around $100,000.

A Touch of Ambiance
Decor and fixtures play a significant role in how guests perceive and interact with a hospitality brand. Instead of bright fluorescents, they seek a design approach that achieves aesthetic vision and promotes health and wellness. To adapt to these demands, major hotels have partnered with Remington Lamp Co., a business with an 88-year history.

These light fixtures make a distinct statement about a location’s image, one that speaks to a nostalgic, traditional heritage while maintaining a hip and modern vibe. Quality materials and distinctive finishes make the lights stand out as a cohesive element of the property instead of a mere afterthought.

A Fashionista’s Dream
Guests who can’t get enough of the fashion world will be lining up to book a stay at St. Regis Hotel in Washington, D.C. The brand has partnered with The Neiman Marcus Group to offer an innovative spin on personal shopping. The exclusive service provides a customized wardrobe filled with Neiman’s merchandise to guests upon arrival.

After booking, individuals receive a questionnaire asking them to describe their fashion icons. Women can choose between Michelle Obama and Jennifer Aniston, while men can opt for George Clooney or James Bond. The hotel hopes to extend the program to more than 13 of its locations, including Houston and San Francisco.

Luxury Hotels Boost Brand Image Through Partnerships
In a time where hospitality brands must present a unique voice to drown out the competition, partnerships are crucial. By offering everything from private concerts to personalized wardrobes, hotels can speak to like-minded consumers and boost their reputations.

Kacey Bradley is the blogger behind The Drifter Collective, an eclectic lifestyle blog that expresses various forms of style through the influence of culture and the world around us. Kacey graduated with a degree in Communications while working for a lifestyle magazine. She has been able to fully embrace herself with the knowledge of nature, the power of exploring other locations and cultures, all while portraying her love for the world around her through her visually pleasing, culturally embracing and inspiring posts. Along with writing for her blog, she has written for sites like U.S. News, SUCCESS, Ruffled, and more!

www.driftercollective.com