Implementing Co-Branding to Offer Unique Guest Experiences

Are you a hotel professional willing to increase your brand remembrance? You might be interested in implementing innovative strategies to enhance your company’s reputation and win in the dense and competitive hotel market. If so, you should investigate the option of co-branding as it can really help to strengthen your brand and differentiate in the market. As today’s guests have higher expectations in term of experience quality, hotels have implemented this strategy to offer unique services to their guests. If you want to follow the innovation pace in the hotel marketing industry, you should consider co-branding as it is a valuable business solution in today’s corporate world.

Definition of Co-Branding

Co-branding is a marketing technique in which two or more organizations partner to mutually promote their products or services. Hotels have been implementing this strategy to join their strengths with the ones of other companies and offer premium services. Co-branding has been used in numerous organizations across industries to create marketing synergy. In fact, it is an innovative strategy that allows to create offerings that stand out and increase brands appeals.

Benefits of Co-Branding in the Hotel Industry

Co-branding has proved to be an effective strategy allowing to share a loyal clientele base and boost brand familiarity. Furthermore, co-branding engages in a win-win situation for the companies collaborating as the marketing and advertising expenses are shared.

According to the organization HospitalityNet, there are several advantages of forming such an alliance which are:

  • Offering unique values to the guests
  • Gaining a wider customer’s base
  • Building strong customer’s relationships
  • Improving brand’s images
  • Enhancing hotel’s brands credibility
  • Highlighting each other’s assets
  • Strengthening the property’s operations
  • Increasing the market share
  • Reinforcing your market’s position
  • Boosting the financial performances

Selecting the Right Organization to Partner With

You can partner with companies of similar or different sizes as long as your marketing strategies are going towards the same direction and the products or services can complement each other. First, it is important to carefully research the positioning strategies of the organizations you are considering. In addition, you should discuss your company’s goals and objectives to see if you align with each other. This will help you assess if you can jointly enhance your marketing. In sum, a feasibility study is a must before negotiating a contract and creating a partnership.

Examples of Co-Branding Partnerships in the Hotel Industry

Several hotel chains have partnered with organizations from both related and unrelated industries to enhance their guest’s experience. For instance, the hotel chains Econo Lodge and Choice Hotels have partnered with Procter and Gamble to promote Mr. Clean for the room’s cleaning.

As a hotel’s cleanliness is an important determinant for booking choices, it has enabled these hotel corporations to reinforce their brand’s value proposition.

Image taken from: https://www.wsj.com/articles/SB928275075773581378

One of the largest hotel companies in the world Hilton has offered the Hilton CleanStay program during the pandemic. The organization understood how guest’s expectations have changed as far as concern disinfection and cleanliness. As a result, Hilton has created a co-branding partnership with the hygiene-leading corporation Reckitt owning Lysol and Dettol products to offer an exceptionally clean environment to its guests.

Image taken from: https://www.securitymagazine.com/articles/92246-hilton-announces-hilton-cleanstay-cleanliness-initiative

Marriott International is also an example of company that has implemented co-branding strategies to improve its service operations. According to the executive chairman of the company Bill Marriott, the organization has chosen to partner with Starbucks that has a similar company’s culture especially in terms of commitment for excellent customer service. It has also enabled enhance its corporate image as the coffee company is recognized for its community engagement and social responsibility dedication.

Image taken: https://www.blogs.marriott.com/marriott-on-the-move/2007/09/starbucks-coffee-and-marriott-hotels.html

To conclude, co-branding has been a very famous strategy used by hotel corporations looking to reinforce their images by blending brand’s resources. This tactic has allowed hotel organizations to combine each other strengths and enhance customer’s experience. As you might be looking to bring a sense of added value to your guests, co-branding can definitely achieve this objective. When finding the right companies to cooperate with and using effective integrated communication strategies, you will be able to increase your customer’s reach. As a result, you will considerably boost your booking conversions and property’s sales.