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Co-branding : a major asset for hospitality sector

In a period as particular as the one we are currently experiencing, partnerships make it possible to develop offers and services in a more sustainable manner, and this is something that professionals in the hotel sector have understood. Numerous new collaborations are emerging in this sector which, despite the health crisis, has shown itself to be resilient and innovative with concepts that respond to the new needs expressed by customers.

Conception of the new brand Steigenberger Porsche Design Hotels is the result of a collaboration between Deutsche Hospitality and Porsche Design Group to create an innovative hotel concept in the luxury lifestyle segment. The ambition of Steigenberger Porsche Design Hotels is to combine design, lifestyle and technology in one location to offer a truly differentiated guest experience. The development of Steigenberger Porsche Design Hotels enables Porsche Design to transfer its brand philosophy to the exterior and interior architecture. Initially, 15 hotels will be opened in world capitals such as London, Singapore, Dubai and Shanghai. These hotels will have at least 150 rooms, suites and penthouses, as well as unique bar and restaurant concepts and wellness areas. 

Nomadism x Accor Live Limitless: The Augmented Van Experience is a unique partnership between the Accor hotel group and Nomadism, which offers a high-end alternative to nomadic travellers with its "Glamper Vans". By combining their services, the two companies offer a new approach to nomadic adventures, including services and high-end vans such as tailor-made itineraries or a butler as well as assistance for the entire trip. This product is aimed at a target clientele with a high social status who are looking for new alternatives for travelling as a couple, with family, with friends or solo.

The Art of Pullman is a brand campaign in partnership with one of the most popular football brands in the world, Paris Saint-Germain. The campaign highlights the Pullman brand's passion for art and design through the use of Paris Saint-Germain players who each embody the different experiences that can be had when staying at a Pullman hotel.

Seven Rivers - Leading the luxury brewpub revolution in India is a project created in collaboration with AB InBev to innovate and reimagine F&B experiences. Seven Rivers is a unique brewery with an on-site microbrewery, a first in a 5-star hotel. The aim of the concept is to reimagine the definition of luxury craft beer while bringing people together. The project was inaugurated during the pandemic at Taj MG Road (India) and proved to be a great success, in fact, the highest revenue generating bar of all IHCL properties in the country.

Naming and partnership of a cycling team for B&B HOTELS is a partnership that starts in 2019 and has a turning point in 2020 when B&b HOTELS becomes the first sponsor of the cycling team that participates in the Tours de France, the Tours of Flanders and the Paris-Roubaix. In order to optimise its investment in this partnership, the hotel group has decided to organise promotional actions throughout the year, particularly in conjunction with the Tour de France. In addition, clients benefiting from the B&B HOTELS loyalty programme were able to enjoy numerous advantages during these competitions, such as front row seats to support the team.

Suite Ride was a project initiated by Ovolo Hotels and Genesis during the Covid-19 period, building on the staycation trend when international travel was no longer the order of the day. Each Ovolo hotel had a Genesis G70 sports sedan in residence until the end of April 2021. Directly booking guests had the option of booking a Suite Ride, a free 4-hour ride to wherever they wanted to go to (re)discover the local landscape.

Qmin - IHCL's food delivery platform is an initiative launched during the pandemic by IHCL in collaboration with Tata Digital that takes the form of a digital food delivery app to cater to the need of people during periods of confinement. With restaurants closed, the brand came up with the idea of creating this app so that its customers can enjoy its cuisine while staying safe at home. In addition, this initiative has a sustainable aspect as the packaging of the dishes is environmentally friendly and uses only biodegradable materials.


Nota Bene: The HON editorial team highlights and values the entries submitted for the Hospitality Awards 2021 in complete independence from the competition itself, which is governed by precise rules. This in no way prejudges the outcome of the specific process of nominating finalists or winners, which follows the rules of the competition through the examination of the entries by a jury followed by a sworn bailiff and live voting on the day of the ceremony. The abundance of initiatives submitted during this 21st edition is a fine illustration of the efforts made by the profession in the face of the crisis and it was important for us to share them with you.


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