“Branded residences allow these hotels to seamlessly transition loyal guests from staying to owning,” she says. « It’s about extending the brand experience beyond the hotel stay, enhancing it at every touchpoint of the customer journey. »
However, the pursuit of customer loyalty isn’t exclusive to luxury chains. Other hotel brands are exploring creative strategies, including co-branded partnerships with retail and service providers.
Hospitality giant Marriott’s loyalty program, Marriott Bonvoy, partnered with ride-hailing giant Uber to let members earn points for Uber rides and food orders. InterContinental Hotel Group’s co-branded credit card with Chase entices travelers with a welcome bonus and the ability to redeem points for free nights.
“These collaborations broaden their offerings for existing customers, while potentially attracting new segments,” says Ophelia Makis, Senior Analyst, Americas Hotel and Retail Research, JLL.
Brand extensions are another popular alternative for hotel brands to deepen guest relationships. A prime example is hotel chain Hilton, which sells its custom-designed beds by mattress manufacturer Serta online to bring the hotel experience into homes.
“Having an extensive range of products and experiences enables hotel brands to create an ecosystem that integrates into all facets of life,” says Makis.