Hoteliers bank on smart marketing

Hotel & Motel Management, Feb 21, 2005 by Shannon McMullen-Coyne

Recently, Choice announced a three-year partnership with the Ladies Professional Golf Assn., making Choice Hotels the official hotel partner of the LPGA. Choice Hotels will provide the LPGA and its participants with a centralized telephone number for hotel reservations and discounted room rates.

"The partnerships with blue chip companies combined with the value incentives resonate with the consumer," Wielgus said. "They get it, and they appreciate it. Instead of just discounting the room, we give them something tangible. This works for us, and we'll continue to take this path in the future."

Westin Hotels & Resorts has similarly run into success via a branded partnership with its WestinWorkout, Powered By Reebok. The program features custom-designed fitness facilities, a Reebok-designed workout regimen for travelers and an in-room yoga workout centered around Westin's Heavenly Bed. The program is marketed heavily to frequent guests and business travelers who work out while on the road and is gaining quite a following, according to Schwartz.

"People recognize the brand, and immediately assimilate a quality experience with it," he said.

hmm@advanstar.com