Forging partnerships

IHG’s new partnership with Mr & Mrs Smith is the latest example of one of the major hotel groups offering their program members extra choice.

In doing so they are acknowledging that even their most loyal customers sometimes want a type of accommodation that doesn’t fall under the IHG family of brands – by teaming up with Mr & Mrs Smith it can offer interesting boutique and lifestyle properties while still retaining those customers within the IHG machine.

It makes a lot of sense and echoes similar partnerships between Hyatt and Small Luxury Hotels of the World, and Marriott’s Tribute Portfolio Homes brand, which offers rental properties from the likes of Veeve and LaCure.

The hotel group gets to retain the customer, and their all important data and behaviour info, even when they are looking for stays which the company can’t offer. Look out for more of these alliances – they make a lot of sense for both partners, and provide benefits for the travellers too

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