High-end Hotel Brands Compete For Young Travelers
guests to play around a little more.
open-house events stemming from the brand's new "Well-Being Movement" campaign, which included activities such as guided 5-kilometer runs, appointments at the hotels' Heavenly Spas and group yoga sessions.
Meanwhile, Marriott International's Renaissance brand was getting ready to produce live-musicshows such as a concert with alt-rock ensemble Grouplove at the Renaissance New York Times Square and a co-produced event with Universal Music Group at the South by Southwest festival in Austin, Texas.
Indeed, some of the most established upper-upscale brands are no longer just about great location,reliable service standards and big meetings spaces. Today, events best reflect how some of the most entrenched top-tier brands are sharpening their marketing focus to win over the youth and lifestyle markets.
The trend toward lifestyle attributes such as local entertainment and wellness benefit from increasedbusiness-travel spending, while at the same time enabling upper-upscale brands to compete against smaller, boutique hotels whose natural constituency is the more individualistic type of traveler.
Renaissance, whose 155 hotels are split about evenly between domestic and international, said inearly March that it would start featuring local live acts in its lounges, poolside areas and public spaces while punctuating its campaign with occasional shows from nationally known bands at its hotels.
In addition to the Renaissance Times Square concert and South by Southwest event, Renaissancehas reached an agreement with AEG, a promoter with a live-events website, to set aside tickets to some of AEG's shows specifically for Renaissance guests. AEG operates facilities such as Brooklyn's Barclays Center, the Staples Center in Los Angeles and Seattle's KeyArena.
"We are well positioned in between traditional business hotel brands, the boutiques and theindependents," said Dan Vinh, vice president of global marketing for Renaissance.