Hotels today cannot limit themselves to just rooms and services alone. With the competition heating up in luxury and travel sector and rising prices to tackle with, tasteful innovations can put the crowds for you. This explains why Marriott International and Hilton Worldwide have come out with initiatives that can bring upscale travelers at their high-end properties. To begin with Marriot, they are set to form “strategic partnerships to create a deeper luxury guest experience.” These brands include Aromatherapy Associates, auction house Christie’s, nutritionist Keri Glassman, international vintner Treasury Wine Estates, Tumi, travel luggage, eyewear, etc., and accessories. These tie-ups will happen with Marriott’s JW Marriott hotel brand.
For instance, for its Grosvenor House, London property, the brand, together with Christie’s, will host a unique photo exhibition titled Beatles Illuminated: The Discovered Works of Mike Mitchell. Also, Aromatherapy is said to come up with a “signature scent” for JW Marriott, along with bath amenities and spa treatments. Marriott would invest close to $500,000 in the partnership program that will stretch to two years. Information about everything will be posted on the website periodically on the JW Marriott website alongside the new quarterly magazine found inside the hotel rooms. Considering how Marriott has 12 JW Marriott hotels in the offing by next year and another 77 hotels in 29 countries by 2015, they sure have their work cut out for them!