Alexandra E. Petri

Media brands are aligning themselves with hotel properties around the world that serve as a touchpoint of their brand, expanding the realm of branded experiences in travel. But what is the opportunity that exists within the hotel industry, and how are these opportunities mutually beneficial for both parties involved? Where does the future of media brand and hotel company partnership lie?

Sheraton is making big changes to what was referred to as a "tired brand" by its interim CEO earlier this year and has since announced a five-year plan to reinvigorate the brand. Though the brand needs reinvention, is a $100 million marketing campaign striking the right balance between the messaging and taking action?

The best travel ads this week takes viewers on immersive experiences by letting them choose their own adventures or by sweeping them away to the world of virtual reality.

Fashion designers aren't the only ones showcasing their designs and translating their brand's vision to the public during New York Fashion Week; hotels, too, are participating in the week's events, partnering with designers whose message is a reflection of their own brand message and finding a way to give back to the artistic community.

The Cadillac of luxury brands in the hotel world, The Ritz-Carlton recently announced changes to its brand, namely a fresh voice and updated logo, as it looks for ways to stay relevant in a world shaped by millennial travel.

Uber's attack on the taxi establishment in New York does remove people from the industry that currently serve no role other than charging drivers for the right to drive. And that's a good thing. But there needs to be rules in place to keep Uber from becoming just as bad an influence.

It's no marketing plug. Marriott's two-week VR Room Service experiment, complete with the introduction of its own VR Postcards platform, takes visual storytelling in travel to a new dimension in an effort to stay relevant, connect with millennials, and foster a conversation around why people travel.

Thompson Hotel's second Mexico location carves out a unique niche in the resort-ridden Riviera Maya.

Airbnb has been adept at partnering with brands that coincide with its vibe and Tesla certainly fits right in.

Hilton Worldwide unleashed its latest feature, the digital key, as part of its app. Yet as Hilton pushes forward in the technology world, is it possible to maintain staff and guest relations in an increasingly digital environment?