Hotels partner with local attractions to build brand value

For decades, hoteliers have fretted about losing revenue when guests visit an offsite restaurant, spa or golf course. Today, however, some forward-thinking operators are discovering the benefits of exclusive relationships with such facilities as consumers increasingly focus on the destination rather than just a hotel in making their travel decisions.

“For amenities like spas and golf courses, it may not be practical for a hotel to build one for themselves,” said Robert Mandelbaum, director of research and information services at PKF Hospitality Services. “So as a way of being able to position themselves as a resort-style property, some hotels are forming these exclusive relationships that provide things like preferred access or pricing for their guests.”