TWO REMAINING U . S . BRANDED INDEPENDENTS WILL FOCUS ON
LEISURE MARKETS WITHOUT
CROSSOVER .
NI
Two of the few remaining branded independent hospitality companies in North America – Loews Hotels & Co and Omni Hotels & Resorts – recently decided to generate a bit more marketing muscle by partnering to cross-sell and cross-market , primarily targeting both companies ’ leisure travelers .
The partnership works , in part , because the increased distribution opportunities will take place in markets where there is no crossover between the two brands . For example , Omni travelers looking to go to South Beach or New York City now have access to Loews Miami Beach Hotel or Loews Regency New York Hotel . Similarly , Loews guests now have the opportunity to experience a ski or beach destination like The Omni Mount Washington Resort in Bretton Woods , New Hampshire or Omni Amelia Island Resort in Amelia Island , Florida . Reservations are bookable directly online or by calling reservations through both brands ’ channels .
In addition to focusing on the leisure traveler , the partnership between New York City-based Loews and Dallas-based Omni will also look at future ways of collaborating , including within the meetings and groups sector . Each brand will continue to maintain their own visual identity and marketing , along with loyalty , pricing , and availability .
“ There was no investment ,” Alex Tisch , president of Loews , told HOTELS . “ Both Loews and Omni will keep their own brand identities along with their own policies , culture and procedures . This partnership is about two brands aligning to cross sell and promote , in markets where we don ’ t compete .”
For Loews , Tisch added , “ The ROI is really about increasing the destinations where Loews loyalists are able to visit and book direct and help drive incremental business to our assets .”
First and foremost , the duo wants to focus on the leisure traveler , and get it right . “ As we progress , we believe there could be other commercial opportunities ,” Tisch added , “ However , time will tell .” He also said Loews looks forward to continuing to collaborate and evolve its partnership with Omni , especially as both brands work together to come out of the pandemic stronger .
For Omni , this deal comes at a time when it was reported that it plans to step away from its long-standing alliance with the Global Hotel Alliance . According to Peter Strebel , president , Omni Hotels and Resorts , the move was made so they could focus more on the evolution of its own Select Guest program and its internal Omni customers .
“ As we continue to emerge from the COVID-19 crisis , we must find new , strategic ways to market our hotels and resorts ,” Strebel said when the alliance was announced . “ Partnering with a like-minded brand such as Loews Hotels & Co is a thoughtful and unique way to offer our guests , and theirs , wider distribution .”
Might other brands be invited to join this new alliance ? Tisch said , “ We would need to evaluate any strategic fit . Right now , there are no plans to broaden the scope of this partnership .”
May / June 2021 hotelsmag . com 15