companies need to receive something out of these relationships.“ Our goals vary by partnership,” said Park.“ Sometimes it’ s about brand awareness and visibility; other times it’ s about customer engagement or
San Domenico Palace, Taormina, A Four Seasons Hotel was the backdrop for season two of“ The White Lotus.”
driving direct revenue.” BWH Hotels, she said,“ aims to quantify the impact of all of our partnerships whether through more traditional media metrics like impressions or additional measurement like brand lift studies and brand health trackers.”
Hilton leverages exclusive access through partnerships to enhance its loyalty offerings. For example, in 2024, more than four million Hilton Honors points were redeemed for the McLaren Ultimate package for Las Vegas, available on the Hilton Honors Experiences platform. This package, offered through the partnership with the McLaren F1 team, saw the highest redemption in Hilton Honors Experiences history.
A survey from Four Seasons internal tracking also shows the positive impact of“ The White Lotus” affiliation: Eighty-eight percent of Millennials that watch the show and know Four Seasons view the brand positively, and 71 % are eager to visit the featured properties.
According to a Four Seasons statement,“ Our guest base has grown in terms of Millennials and Gen Zs since 2019, with 57 % of the guest base made up of these younger generations.”
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