SPECIAL REPORT
that go beyond just a room night and event access,” said Emily Wright, VP and global brand leader at Hyatt.
Event-friendly packages, said Wright, may include complimentary breakfast, onsite parking, complimentary airport shuttle service or group block discounts. The key, she said, is“ designing these offerings in a way that makes event participation easier, while reinforcing our brand promise of care and personalization.”
[ THE KEY IS ] DESIGNING THESE OFFERINGS IN A WAY THAT MAKES EVENT PARTICIPATION EASIER
– EMILY WRIGHT, VP AND GLOBAL BRAND LEADER, HYATT
“ This is where we get to have a little fun,” said Carlson,“ creating offerings that not only capitalize on local events, but also celebrate the spirit of the city.” Whether it’ s through curated packages, local partnerships, or themed experiences, he said,“ We aim to meet the moment in a way that feels uniquely Nashville.”
For the 2025 US Open Tennis Championships in New York, The Benjamin and Fifty Sonesta offered a VIP US Open
Travel Package featuring Loge or Courtside tickets, luxury accommodations and a curated swag bag with official US Open gear.“ The package gives us an edge in the market and appeals to both tennis fans and casual travelers looking for an ultimate bucket-list experience,” said Chapman.
Through a spokesperson, Accor hotels are social hubs that develop creative activations aimed at bringing people together. They can implement dedicated parties, food and beverage offers, etc., linked to the event. Consider Pullman Paris Tour Eiffel, which organized more than 50 events during last year’ s Olympics; there were more than 40 related events at Novotel Paris Porte de Versailles during the Rugby World Cup in 2023.
LOYAL FLOCK Loyalty programs play an integral role in live tourism. ALL Accor, Accor’ s loyalty program and booking platform, is an official partner of The French Open. During the
The Benjamin in New York offers VIP US Open travel packages.
12 hotelsmag. com Sept / Oct 2025