Who Does What
Hotel Chains Make Room For Sponsorships
Corporate deals look to earn business, position brands; local deals have similar goals but conducted through franchisees/operators.
7/16/10: With business and leisure travelers continuing to scrimp on travel spending, major hotel chains are using sponsorship to try to drive new business and retain existing customers.
According to market research firm STR, U.S. hotel occupancy is expected to be flat in 2010, while average daily rates decline 3.2 percent to $94.39 and revenue per available room slips 3.2 percent to $51.99.
STR expects the hotel industry to gain momentum in the second half of the year, leading to a turnaround in 2011.
As in years past, hotel chains continue to use sponsorship to attract travelers by securing property-related business, most often through discounts on stays offered to property employees, members, event attendees, athletes and other stakeholders.
More recently, hoteliers are increasingly using the medium to build customer loyalty and retention. For example, Starwood Hotels & Resorts Worldwide, Inc. this year expanded its year-old partnership with
Live Nation to create On Tour with SPG, a global program that offers Starwood Preferred Guest loyalty club members the opportunity to redeem Starpoints for concerts, discounts at House of Blues restaurants and other music-related perks.
Another recent trend: Sponsorship’s on behalf of major chains’ niche brands. Case in point: Starwood this year partnered with Napa Valley’s Live in the Vineyard music, wine and food event on behalf of its two-year-old Aloft urban-boutique-influenced hotel chain.
Best Western
Best Western Int’l, Inc.
6201 N. 24th Pkwy.
Phoenix, AZ 85016
Dorthy Dowling, senior vice president of marketing and sales
602/957-4200
Strategy: Mid-price chain focuses sponsorship activity on seven-year-old partnership with Michael Waltrip Racing, a tie it expanded this year with title of a Sprint Cup Series entry driven by David Reutimann. Best Western activated the sponsorship with the Tweet Crew Team—three fans chosen through a nationwide search—that provided race updates via Twitter at the April race at Phoenix Int’l Raceway. The hotel chain uses the sponsorship to drive room bookings and membership in its Speed Rewards loyalty program, a service it touts through BWRacing.com. The company dropped its official NASCAR partnership after the ’09 season.
Current Deals: Title: Michael Waltrip Racing NASCAR Sprint Cup Series team. Cosponsor: Auto Club Speedway, Fontana, Calif.; Daytona Bike Week, Fla.; Maryland Int’l Raceway; Mississippi State University athletics; NBA New Orleans Hornets; Roger Dean Stadium, Jupiter, Fla.; Texas Tech University athletics.
Additional Comments: To drive bookings by families, Best Western is running a promotion around Disney Channel’s original movie Camp Rock 2: The Final Jam Dance Party that dangles a free hotel night and a dance party featuring a star of the film. The hotel chain also is distributing five Camp Rock collectible key cards.
Ascend Collection, Cambria Suites, Clarion, Comfort Inn, Comfort Suites, Econo Lodge, MainStay Suites, Quality, Rodeway Inn, Sleep Inn, Suburban Extended Stay Hotel
Choice Hotels Int’l, Inc.
10750 Columbia Pike
Silver Spring, MD 20901
Donald Crawford, director of sports marketing
301/592-5000
Strategy: Choice Hotels focuses on regional and national properties as a platform to drive incremental room nights and revenue for franchisees, with secondary goals of building brand awareness and positive consumer perception. The company frequently sponsors on behalf of its corporate brand, around which it offers 15 percent discounts on rooms to athletes, families and other stakeholders. Choice also sponsors and/or activates on behalf of individual brands; for example, the company last year used its LPGA partnership to promote Comfort Suites, while Comfort Inn sponsors
The Steve Harvey Morning Show syndicated radio program and ancillary activities by the host/comedian. Signed a new partnership in May with the National Professional Golf Tour.
Current Deals: Corporate/multibrand: LPGA; Midwest Conference; National Professional Golf Tour presented by Arnold Palmer Golf Management; Northeast Conference; Southeastern Conference; USA Diving; USA Triathlon; USA Track & Field; Xterra triathlete series.
Choice Sports Travel (multibrand): American Collegiate Hockey Assn.; Big South Conference.
Clarion: Maryland Int’l Raceway.
Comfort Inn: Mid-Ohio Sports Car Course.
Comfort Suites: NHL Carolina Hurricanes; Miami-Dade County Fair; 3M Championship presented by Post-It Products, PGA Tour stop, Blaine, Minn.
Quality: CenturyTel Center, Bossier City, La.
Additional Comments: Partnered in late ’09 with nonprofit Rebuilding Together on behalf of the Choice Hotels Int’l Foundation; the company has leveraged the tie by providing volunteers for rebuilding projects, including the August 24-29 Fifty for Five event in New Orleans. Participating franchisees leverage the partnership by offering special rates to volunteers.
Conrad Hotels & Resorts, Doubletree, Embassy Suites, Hampton, Hilton, Hilton Garden Inn, Home2 Suites by Hilton, Homewood Suites by Hilton, Waldorf Astoria Hotels & Resorts
Hilton Worldwide
7930 Jones Branch Dr., Suite 1100
McLean, VA 22102
Andrew Flack, vice president, global brand marketing
703/883-1000
Strategy: Changed its name to Hilton Worldwide from Hilton Hotels Corp. and relocated its global headquarters to McLean, Va. from Beverly Hills, Calif. last year upon being taken private by owner The Blackstone Group. Focuses sponsorship activity on its partnership with the USOC, a tie it uses to support cultural understanding. Teamed with USOC and cosponsor Adecco Group North America to create Team USA Career Program that provides athletes with career training and job placement assistance. Activates deals with Olympic sport national governing bodies by offering discount room rates to members through Team USA Advantage program. Also uses sponsorship to promote Hilton HHonors guest reward program. For example, activates cosponsorship of the Vodafone McLaren Mercedes Formula 1 team by offering HHonors members the opportunity to use points to bid on VIP hospitality packages at five races this year. Also leverages long-running Grammy Awards partnership by offering HHonors members and employees the opportunity to participate in an auction benefiting the Grammy Foundation.
Current Deals: Hilton Family of Hotels: AIDS Walk Los Angeles; USOC; U.S. Figure Skating; Vodafone McLaren Mercedes Formula One team.
Doubletree: Autozone Liberty Bowl, Memphis; Gateway Int’l Raceway, Madison, Ill.; Sony Ericsson WTA Tour L.A. Women’s Tennis Championships presented by Herbalife.
Embassy Suites: Ace Group Classic PGA Tour stop, Naples, Fla.; Allianz Championship presented by Administaff, Boca Raton, Fla.
Hilton: Title: Hilton Theatre, New York City.
Cosponsor: Advocare 100 Independence Bowl, Shreveport, La.; Allstate Sugar Bowl, New Orleans; AT&T Cotton Bowl Classic, Arlington, Texas; Bank of America Chicago Marathon; Chick-fil-A Bowl; Grammy Awards; Nation’s Triathlon, Washington, D.C.; Orange County Fair; USA Judo.
Additional Comments: Hilton Worldwide signed endorsement deal this month with LPGA pro Se Ri Pak. Is expanding use of branded entertainment. For example partnered with Bravo TV’s
Top Chef D.C., around which the Washington Hilton serves as the central location for the cooking competition and one episode features a Hilton executive judge and contestants vying to place the winning dish on Hilton restaurant menus. The company touts the tie on
HiltonTopChef.com. The partnership follows a tie-in in late ’09 with Paramount Pictures’
Up in the Air; a film that included scenes shot at Hilton properties and use of an HHonors rewards card used by the main character played by George Clooney. Hilton leveraged the partnership with a sweepstakes offering one million HHonors points, a trip to the premier and other prizes.
Candlewood Suites, Crowne Plaza, Holiday Inn, Holiday Inn Express, Hotel Indigo, InterContinental, Staybridge Suites
InterContinental Hotels Group, Americas
3 Ravinia Dr., Suite 100
Atlanta, GA 30346
Gina LaBarre, vice president, brand delivery, the Americas
770/604-5000
Strategy: InterContinental sponsors to build visibility, support communities in which it operates and gain business from sponsored properties. Parent Intercontinental Hotels Group PLC in June announced an official supplier deal with London 2012, a tie it is using to support the $1 billion global relaunch of the Holiday Inn and Holiday Inn Express chains. In the U.S., is using sponsorship to support its Hit It Big summer promotion for Priority Club rewards program: The program offers gift cards for frequent stays; from April 15 through the end of the year if a club member donates gift cards earned to Susan G. Komen for the Cure, IHG will match the amount (guaranteed minimum donation of $60,000). Also solicited donations on the nonprofit’s behalf at May’s Crowne Plaza Invitational at Colonial.
Current Deals: Corporate: Susan G. Komen For The Cure.
Candlewood Suites: Native Rhythms Festival, Melbourne, Fla.; NHL Carolina Hurricanes; North Carolina Central University athletics.
Crowne Plaza: Title: Invitational at Colonial PGA Tour stop, Fort Worth, Texas.
Cosponsor: Bumbershoot: Seattle’s Music & Arts Festival; Florida State Fair; Medtronic Twin Cities Marathon; Rutgers University athletics; WTT Boston Lobsters.
Holiday Inn: Buc Days, Corpus Christi, Texas; Colorado State Fair; Major League Baseball; North Dakota State Fair; State Fair of Louisiana; Watkins Glen Int’l raceway.
Holiday Inn Express: Lake Erie Speedway.
Hotel Indigo: Presenting: Carnival of Glass, Morean Arts Center, St. Petersburg, Fla.
Cosponsor: Arlington Park horseracing season, Arlington Heights, Ill.; Harvey Milk Festival, Sarasota, Fla.; Theater of the Stars, Atlanta.
Additional Comments: Last year extended Holiday Inn’s MLB tie through 2011; the company leverages the deal—which confers status as “official partner of MLB road trips”—by offering customers the opportunity to redeem Priority Club Rewards for tickets, merchandise and one-of-kind experiences. Also gives registered guests who stay eight nights at a Holiday Inn or Holiday Inn Express two tickets to a game through the 2010 regular season.
Aloft, Element, Four Points by Sheraton, Le Meridien, The Luxury Collection, Sheraton, St. Regis, W Hotels, Westin
Starwood Hotels & Resorts Worldwide, Inc.
1111 Westchester Ave.
White Plains, NY 10604
Laura Donahue, senior director, partner marketing
914/640-8100
Strategy: Uses sponsorship to build its brands, generate incremental income from sponsored properties, their fans and other stakeholders, and gain perks to offer Starwood Preferred Guest loyalty members. Leverages year-old Live Nation partnership with On Tour with SPG, a global program that gives members the chance to redeem Starpoints for concerts, House of Blues restaurant discounts and other music-related premiums. Uses PGA Tour partnership to offer access to clinics taught by tour professionals, opportunity to play on TPC courses and other perks. Also increasingly is using sponsorship to promote its three select-service hotels: Aloft, Element and Four Points by Sheraton. For example, Starwood this year signed presenting status of Napa Valley’s Live in the Vineyard music, wine and food event on behalf of two-year-old Aloft. The modern, urban-influenced chain leveraged the sponsorship with the Project Aloft Star Facebook-centric promotion that offered musicians the chance to perform at the festival as well as at five Aloft properties. Aloft locations also served as concert venues for Live in the Vineyard artists through the
Live at Aloft Hotels music series. Starwood’s contemporary, business-focused W Hotels this year partnered with international design show Design Miami/Basel, around which it titles the Designers of the Future Award.
Current Deals: Corporate/multi-brand: An Evening with Sting featuring the Royal Philharmonic Concert Orchestra presented by Xerox; Conservation Int’l; Live Nation; NHL; PGA Tour, WNBA.
Aloft: Presenting: Live In the Vineyard, Napa Valley, Calif.
Cosponsor: Cooper River Bridge Run, Charleston, S.C.
Sheraton: Title: Hawaii Bowl, Honolulu.
Cosponsor: AIDS Walk New York presented by Duane Reade; California Int’l Marathon presented by Kaiser Permanente, Sacramento; Florida Film Festival, Orlando; ING New York City Marathon; Merriweather Post Pavilion, Columbia, Md.; New Orleans Jazz & Heritage Festival presented by Shell; PapaJohns.com Bowl, Birmingham, Ala.
W Hotels: ATP Legg Mason Tennis Classic presented by GEICO, Washington, D.C.; Design Miami/Basel; Shoreline Amphitheatre, Mountain View, Calif.
Westin: Amica Seattle Marathon; Atlanta Steeplechase; Dunkin’ Donuts Center, Providence, R.I.; WNBA Chicago Sky; World Sailfish Championship, Key West, Fla.
Additional Comments: Sheraton brand dropped NCAA partnership in ’09. Starwood Hotels & Resorts this year partnered with Conservation Int’l to promote its environmental stewardship; CEO Frits van Paasschen joined the nonprofit’s Environmental Leadership in Business division.
Baymont Inn & Suites, Days Inn, Hawthorne Suites by Wyndham, Howard Johnson, Knights Inn, Microtel Inns & Suites, Ramada, Super 8, Travelodge, Wingate by Wyndham, Wyndham Hotels and Resorts
Wyndham Worldwide Corp.
22 Sylvan Way
Parsippany, NJ 07054
Robin Korman, senior vice president, loyalty marketing and strategic partnerships
973/753-6000
Strategy: With a portfolio of roughly 7,000 franchised hotels, Wyndham uses sponsorship to build its brand, fill hotel rooms and support the positioning of individual chains. For example, the company’s Howard Johnson unit signed a new partnership with the Harlem Globetrotters in late 2009 to support its Go Happy brand campaign; the chain activated the tie with The Give Happy Challenge, which encouraged consumers to spread happiness by submitting a video or essay through TheGiveHappyChallenge.com, with the winners receiving $15,000 and a visit by the Globetrotters. Ramada leverages its four-year-old BASS sponsorship by offering 20 percent discounts on hotel stays. “We want BASS members to know that the Ramada brand is just as passionate about providing great service and amenities for a terrific price as they are about bass fishing,” said Kristin Rozewski, Ramada’s director of regional marketing, in a statement. The company frequently leverages ties to offer special perks to customers. For example, Wyndham is activating Cirque du Soleil by offering discount tickets to Cirque’s New York City shows, as well as discount room nights in conjunction with ticket purchase.
Current Deals: Corporate: Title: Wyndham Championship, PGA Tour stop, Greensboro, N.C.
Baymont: U.S. Youth Soccer Assn., USA Judo.
Days Inn: Florida Film Festival, Orlando; Roger Dean Stadium, Jupiter, Fla.
Howard Johnson: Harlem Globetrotters.
Ramada: BASS; Gateway Int’l Raceway, Madison Ill.; Pacific 10 Conference.
Super 8: Richard Petty Motorsports.
Wingate by Wyndham: Presenting: Second Empire 5K Classic, Raleigh, N.C.
Wyndham: ATP SAP Open, San Jose, Calif.; Allianz Championship presented by Administaff, PGA Tour Champions Tour stop, Boca Raton, Fla.; Arizona Opera; Cirque du Soleil touring shows; San Jose Mariachi & Mexican Heritage Festival, Calif.; Starlight Children’s Foundation.
Additional Comments: Touts Super 8’s Petty partnership on
PettysGarage.com; in addition to checking out team news, consumers visiting the site can receive a 15 percent discount on hotel rooms and enter a promotion offering a trip to a race and a Petty meet-and-greet. Sponsors San Antonio Stock Show & Rodeo and other properties on behalf of Wyndham Vacation Resorts timeshare unit.