Hotels partner with local attractions to build brand value


Skift Take

Hotels can expand their brand offerings and attract a larger customer set with very low investment by tapping into local resources to form relationships that ultimately serves all parties.

— Samantha Shankman

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.”

Tags: branding, resorts

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