SPECIAL REPORT
WE WANT TO MEET GEN Z AND MILLENNIAL AUDIENCES WHERE THEY ARE TRAVELING AND DELIVER TOP-NOTCH HOSPITALITY BOTH ON- PROPERTY AND OUTSIDE OF OUR HOTELS
– PAUL PROCTOR, SVP OF LOYALTY & PARTNERSHIPS, IHG HOTELS & RESORTS
partnership like a brand extension, so misalignment isn’ t an option,” she said, adding that, conversely, the brands they
As the official hotel partner of the NCAA, Marriott Bonvoy offers oneof-a-kind college sports experiences for fans, such as“ Points for Points,” which rewarded 134 Bonvoy members for every point scored during the 2025 men’ s and women’ s DI basketball tournaments. work with are“ just as selective with us.”
Hilton ensures alignment with partner brands, said Muir, through a thorough vetting process, focusing on shared values, quality standards and reputation.“ We do not take it lightly,” he said.“ Travelers trust our recommendations, and by partnering with brands, we’ re extending our trust and ensuring they offer the same elevated experiences that our guests expect from Hilton.”
IHG is always on the lookout for dynamic partnerships that connect next-gen travelers with their interests.“ We want to meet Gen Z and Millennial audiences where they are traveling and deliver top-notch hospitality both on-property and outside of our hotels,” Proctor said.
FINANCIALLY SPEAKING Though hospitality brand spokespeople are not always eager to discuss how these relationships work financially, that may be because they differ so widely depending on circumstances.“ There’ s no one-size-fits-all model,” said Park.
Some partnerships are purely collaborative, said Park, with each brand bringing its own assets to the table( product, space, audience) in a quid pro quo fashion. Others, she said, involve
[ PARTNERSHIPS ] PROVIDE FANS UNFORGETTABLE EXPERIENCES AND UNPARALLELED ACCESS TO THEIR FAVORITE TEAMS
– MANDY GILL, MANAGING VP, BRAND & MARKETING, U. S. AND CANADA, MARRIOTT INTERNATIONAL
financial compensation, especially when there’ s a larger activation, media spend or co-branded effort involved. The structure really depends on the goals, the scale and the mutual benefits.“ What’ s essential,” said Park,“ is that both brands feel there’ s shared value and clear ROI.”
Similarly, added IHG’ s Proctor,“ We want our partnerships to help introduce our brand to more people, enhance the guest experience with added value and deliver strong results for our hotel owners.”
In a recent example, ahead of Six Nations Rugby’ s England vs. Scotland match in London, fans and guests at a nearby Holiday Inn were surprised with an intimate performance of the national anthems by singer-songwriters Pixie Lott and Tom Walker.
MEASURING RESULTS Whether they invest money or not,
16 hotelsmag. com July / August 2025