Unlocking the power of strategic brand partnerships

How tech is affecting travel’s hottest brand collaborations

Thanks to AI and other technologies, hotels and brands can now predict and meet the changing needs of their guests with precision in real time. With this kind of technology, hotels can effectively tailor their services to each guest’s preferences, ultimately leading to higher satisfaction levels as guests feel respected and understood.

Of course, this puts a stressor on the brands involved in figuring out how to harness technology. One method is to utilize first-party data. By combining data insights, the brands can better see consumer behaviour patterns and explore emerging trends. Though this takes a great deal of trust (and ethical data privacy responsibility) between the brands, it allows them to remain at the forefront of serving exceptional experiences by combining insights.

For instance, a leading trend might not have made itself apparent within either brand’s market yet. Nevertheless, having an insider look derived from such sources as customer satisfaction (CSAT) survey scores, net-promoter survey (NPS) scores, repeat stay data, and online reviews can keep hotels from falling behind. It can also prepare them to uncover new trends specific to their market and take the first steps before their competitors do.

Selecting brands for collaborative ventures

Successful collaborations don’t just happen fortuitously, though. They happen when both brands are sincere and pragmatic from the get-go. Therefore, if you’re working on behalf of a hospitality industry entity like a hotel, you should be prepared to select potential “partner brands” carefully. In general, you’ll want to keep a few key criteria in mind.

1. Practice authenticity: The masses—spurred by social media’s instantaneousness and ubiquitousness—are not afraid to call out what they see as phony or forced collaborations. To keep your brand reputation and sentiment high, only move ahead with partners who authentically align with your brand’s values, organizational mission, and target audiences.
2. Perform in-depth quality checks and assessments: In the same vein, put all possible partners under a “quality” microscope. Does the brand’s image and industry presence maintain a minimum quality you approve of? Do the brand’s standards mirror your own? These considerations are very important to the public. If you’re a luxury hotel appealing to luxury travellers, you can’t afford to work with a brand that doesn’t have the same quality ethos. Additionally, check up on the financial viability and standing of any potential branding partner while you’re in the exploration phase. Confirm that a brand is capable of fulfilling its commitments if you work together and even have a contingency plan in case of an emergency. Nothing can tarnish a brand collaboration faster than if one party drops the ball.
3. Look for partners who are wholeheartedly willing to collaborate: Seek an adaptable “we’re in this as a team” partner who wants to communicate and share with your brand. You shouldn’t have to feel like your collaboration is always an uphill battle. Instead, you want constant and compatible two-way communication to stay on top of industry opportunities, and someone who’s willing to adapt. Aim for a partner who not only complements your offerings but completes them.

Owning tomorrow’s travel trends for day trippers and jet setters

With the right brand relationship, anything is possible—including being at the forefront of the trends we’re seeing emerge in hospitality right now. Consider the adaptation of digital channels, for example. In response to the AI and social media boom, many people have increased their expectations of hotel and brand digital offerings. These trends allow you to show how in touch your brand is by providing digitally-forward branded amenities, like a mobile app for digital check-ins, an online platform for ordering at on-site restaurants, or a chatbot to assist with reservation FAQs.

Another trend is the desire for attention-grabbing experiences. To gain attention, you might want to consider partnering with unique, or even outlandish, brands that elicit a reaction. By delivering unexpected moments within your branded collab, such as partnering with an exclusive beverage brand and implementing a line of signature cocktails, you’ll give people a reason to talk about your hotel.

Hotels haven’t fallen out of fashion. On the contrary, they’re gaining momentum while moving into the second half of the decade. And those that launch, test, measure, and improve their branded partnerships will be poised to capture attention and build a cadre of fans.