Creating Lifestyle Experiences With Unexpected Travel Partnerships

Creating Lifestyle Experiences With Unexpected Travel Partnerships
Cafe & Restaurant

Travel brands are developing atypical accommodations to attract guests with niche interests and needs

PSFK
  • 19 february 2018

Travel companies have begun to offer more unusual experiences for clients who may be searching for a break from the norm. Some brands are teaming up with local businesses or off-site startups to create atypical accommodations for those with niche lifestyles or specific needs. Others are crafting unexpected partnerships with consumer brands, resulting in one-of-a-kind traveling or hospitality engagements.

Luxury travel is changing. As Skift reports, “The new school of wealthy is economically powerful but also aware of how their consumption affects others. They are craving real-world experiences and for them, luxury is about quality, comfort, and elegance. Macro trends defining luxury today are self-actualization, wellness/well-being, and high-tech.”

PSFK researchers compiled some examples of companies offering unique experiences for their clients:

Airbnb × WeWork 
Airbnb teamed up with WeWork to allow corporate customers to reserve a slot at the nearest WeWork office workspace when they rent a room on Airbnb’s website. This accommodation is useful for those who desire access to a desk, printer, Wi-Fi and other common facilities while traveling. Users must book a business trip with Airbnb by using their work email address and identifying the trip as a business trip. Once they book, Airbnb sends the information to WeWork’s website in order to reserve the space. If users cancel their Airbnb reservation, the WeWork reservation will also be canceled.

W Hollywood 
The Marriott-owned W Hollywood added an on-site recording studio for musicians on the road and guests that want a taste of the limelight. The Sound Suite consists of a live room and a main mixing room featuring the latest professional equipment from top-tier brands. The hotel also provides guests with a “Rider Menu” of food and beverage items whose names reference pop music tunes performed by musicians like Ray Charles, Neil Young and Madonna.

MUJI Hotel 
Japanese home retailer MUJI is developed its first hotel property in Shenzhen, featuring the company’s line of furniture and housewares. The hotel offers clean and simple design, with its rooms furnished with many of MUJI’s successful products, from cotton towels to wooden beds and chairs. In addition, an on-site restaurant, gym, library and two-story retail store will fill out the space. While hotel operations will be run by specialized third parties, the hotel will give guests an opportunity to experience MUJI products and provide feedback that will help drive future merchandising decisions.

Princess Cruises × Discovery Channel 
Princess Cruises partnered with Discovery, Science Channel and Animal Planet to offer exclusive tours, shore excursions and a variety of unique experiences. Available only through Princess Cruises, Discovery Recommended Tours provide immersive experiences, while Animal Planet Recommended Tours show tourists the coolest animals around the globe. Additionally, the Princess Stargazing experience teaches amateur astronomers how to find and identify the major constellations, and shares folklore about them.

Travelers have more choice than ever when it comes to vacation experiences. Those searching for something a little bit different can find all kinds of new experiences offered by brands forming partnerships you wouldn’t expect. For more on this topic, check out our recent research paper, Exploring the New Luxury Travel Experience.


Lead Image: Jesse Schoff | Unsplash

Travel companies have begun to offer more unusual experiences for clients who may be searching for a break from the norm. Some brands are teaming up with local businesses or off-site startups to create atypical accommodations for those with niche lifestyles or specific needs. Others are crafting unexpected partnerships with consumer brands, resulting in one-of-a-kind traveling or hospitality engagements.

+Airbnb
+Asia
+business travel
+Cafe & Restaurant
+chat a researcher
+china
+Design
+Fashion
+fashion / apparel
+fitness / sport
+Food
+home
+hospitality
+hotel
+Luxury
+Market Research
+Music
+retail
+sport & fitness
+travel
+wellness
+WeWork
+work

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