Car Companies Team With Luxury Hotels to Drive High-End Road Trips
Skift Take
This is the year of luxury brand collaborations. Two sectors that are coming together in a particularly big way are hospitality and automotive. We look at what's driving the motor trend.
Car companies like Porsche and BMW have been wise to the travel experience craze for years. The Porsche Travel Club and the BMW Driving Experience have been around for years. More recently, though, these premium car brands, along with many of their competitors, are starting to cross lanes, teaming up with luxury hotels to drive their respective brands.
It's all part of the brand collaboration trend that's occurring more broadly in the luxury sector. According to UK-based WGSN, a global trend forecaster, 78 percent of luxury brands surveyed plan to collaborate by 2020.
“To stand out, the best luxury names must look for exclusivity and relevance. They should focus on partnering with brands who have similar audiences, but different functions, to create unique experiences. One plus one can equal three, if executed well," WGSN said.
Hotel companies are choosing to do that math in a variety of ways. Some, like Waldorf Astoria and Montage International, are partnering with car brands systemwide, while other hotel companies, like Marriott, leave it up
