Car companies with premium brands like Porsche and BMW are starting to collaborate with luxury hotels to drive their brands. Such collaborations signal the strategy of luxury brands to align with like-minded, best-in-class brands to enhance the consumer experience.
Some hotel companies such as the Waldorf Astoria and Montage International, are partnering with car brands systemwide. Others such as Marriott and Four Seasons are leaving it to their individual hotels to find their own partners.
One example is Four Seasons that have selected to work with Mercedes-Benz. Aside from providing SUVs for ski shuttles, the brand also offers loaner cars that allow guests to experience new models while taking mini-road trips. Mercedes owners, meantime, get access to special Four Seasons perks, like upgrade and special amenities.
Waldorf Astoria Hotels & Resorts have elected to collaborate with Aston Martin Lagonda over the next four years. Waldorf Astoria Driving Experience weekends in select locations, will present hotel guests with Aston Martin’s latest models to sample along tailored routes, while the hotel brand will also become the official hotel partner for Aston Martin Racing, and as such, will offer guests VIP hospitality at automobile shows and international races, including Le Mans in France.
Another example is Montage International, parent of Montage Hotels & Resorts and Pendry Hotels, which has an exclusive partnership with Cadillac. The hotel uses Cadillac cars to provide complimentary chauffeured transportation, while there are also opportunities for guests to take the wheel through Ride & Drive programs.
Luxury brand collaborations such as these are expected to grow in the near future. The secret to successful collaborations would be to find brand partners that have similar audiences and create new and exciting, and more importantly, unique experiences.