合作的力量.pdf

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1、The Power of Partnerships-National Hotel Marketing Conference-Josh AbbottDirector of Marketing at Foxhills Club&Resort HMA Committee Member Previously worked for a specialist travel,tourism and luxury hospitality PR&marketing agency representing some of the best golf resorts in the world.Award-winni

2、ng country club&hotel in Surrey Membership,66-bedroom hotel,3 golf courses,3 restaurants,5 swimming pools,gym,spa,soft play area,creche,2 adventure playgrounds,yoga cabin,art studio,padel,pickleball,tennis&more!Todays sessionFrom strategic alliances to tangible ROI-Attracting partnerships through br

3、and positioning-Brand alignment and elevation identifying potential partners-The benefits of partnerships marketing&customer experience-Maximising partnerships input=impact!-Measuring ROI through clear KPIs-Real-world examplesAttracting partnershipsClarify your brand identityUnderstand your hotels u

4、nique value proposition and target audience.Key pillars for Foxhills:Luxury,Aspirational,Family,Community,Wellness,Belonging,Togetherness,Social,Stylish,ProgressiveMore important:Decide what youre not!Raise your profileUse PR campaigns to position your hotel in the market particularly trade media.Em

5、ployee Generated Content&thought leadership:Position your senior management as experts in their field for credibility.Showcase your brand digitally:Leverage social media and online presence to showcase your brands strengths and attract potential partners.Brand elevation&alignmentAlign with complemen

6、tary brands:Seek partners whose brand values and target audience align with yours.Partnerships should elevate your brands market position and reputation.Ensure they have:-Mutual values-Complementary service or offering-Similar brand tone&visual identityAsk yourself these questions Will this partners

7、hip enhance our guest experience?Does it add credibility to our brand?Will it help us reach a new or deeper audience?Can we create value together that we couldnt create alone?Enhanced guest experience-Offer guests added value through exclusive perks,products or experiences-Create memorable moments t

8、hat boost satisfaction and loyaltyIncreased marketing reach-Tap into your partners audience and extend your visibility to new,aligned markets.-Shared campaigns=greater exposure for less spend.-Combine resources to co-fund advertising,content creation and activations.Innovation without the overhead-I

9、ntroduce new services,experiences,or products without having to build or buy them yourself.-Stay agile and on-trend through brand collaboration.The benefits of partnershipsStronger brand positioning-Align with brands that reflect your values and elevate your image.-Partnerships can help reinforce yo

10、ur brand story-whether thats luxury,wellness,family-friendly or sustainability.Diversified revenue opportunities-Generate revenue through joint packages,cross-selling or co-branded products.-Use partnerships to enhance underutilised areas of your property(e.g.spa,dining,midweek stays).Maximising par

11、tnershipsInput=Impact!You get out what you put in!Partnerships take time to nurture quality over quantity!They arent short-term marketing tactics theyre strategic business decisions.Shared marketing initiatives:Collaborate on marketing campaigns to reach wider audiences.Ensure these are regular and

12、consistent not just around the launch!Data and resource sharing:Exchange insights and tools to optimise operations and guest satisfaction.The best partnerships are built on mutual benefit:Can you co-create an exclusive guest experience?Can you amplify your message through shared marketing campaigns?

13、Can you add value through their product or service in a way that enhances your own?Can you create repeatable or scalable content and offers?Dont forget internal teams make sure operations,marketing and guest services are fully briefed to activate the partnership in a seamless way.Measuring partnersh

14、ips&ROISet clear objectives Define what success looks like:Brand awareness?Bookings?Engagement?Ensure both parties agree on measurable goals.Use trackable campaign assets-Unique UTM links and partner promo codes-Co-branded landing pages-QR codes in physical spaces(e.g.spa brochures,menus,event invit

15、es)Monitor Key Performance Indicators(KPIs)-Website traffic referred from partner channels-Social media engagement-Email open and click-through rates for joint campaigns-Conversion metrics bookings,redemptions,revenueCollect and analyse guest feedback-Post-stay surveys with questions about partner e

16、lements-Monitor reviews and mentions on social media or review platforms Internal reporting&debriefs-Schedule monthly or campaign-end review meetings-Share insights across marketing,operations and your partner-Adjust based on what worked(or didnt!)Foxhills x Addison Leex-Enhance guest experience fro

17、m the minute they leave the door by partnering with Londons leading private hire and courier service,Addison Lee(Foxhills is located just 25km from Central London&15 mins from Heathrow Airport)-Elevated look&feel consistent premium transport in the Foxhills turning circle-Shared marketing B2C and B2

18、B advertising to 180k opted in contacts on ALs database,22.2K followers on LinkedIn&8.2k on Instagram.-Hotel guests can now add on transportation to and from Foxhills through Addison Lee during the booking process,book taxis and cars from the comfort of their hotel room through the in-room tablets w

19、hich have been integrated with a co-branded booking engine.-QR codes at the hotel reception will also make it easy for guests to book cars and taxis with Addison Lee directly from their mobile phones.-Those attending off-site meetings or corporate events at Foxhills can travel in groups with Addison

20、 Lee as Foxhills sales process now includes a concierge service that can make large company bookings,making every B2B booking more personalised and seamless with bespoke door-to-door transportation.-Foxhills members will also get an additional member benefit with a discount on their first journey wi

21、th Addison Lee.-Escape the City hotel package to be launched.Foxhills x Auto Vivendix-Auto Vivendi is a private members club which provides its members with convenient access to a stunning collection of the worlds best supercars.(30 worth over 8m!)-Shared target demographic affluent audience,luxury

22、lifestyle-Shared marketing to eachothers databases Access to Auto Vivendis members(high net worth predominantly located in SW London)-Shared events&marketing activations-Foxhills is a Club Hub meaning supercars get regularly delivered and Auto Vivendi members can pick up the car and stay in the hote

23、l with added perks comp upgrade,bottle of Champagne etc-Brand perception&elevation consistently supercars parked out the front of our main entranceFoxhills x Proverbx-Lifefuelled skincare the perfect partner for a country club where sport and active lifestyles are at the forefront with in-room ameni

24、ties that care for mind,body and soul.-Passionate about creating products that deliver better health and performance.Whether that be on a sporting field or in life,Proverb is committed to health and wellbeing.Proverb harnesses clean,active,natural and organic ingredients to provide the best possible

25、 results for post-exercise leisure to soothe the body from the outside in.-A brand that is trusted by a legion of professional athletes brand ambassadors include Olympians,professional golfers and professional rugby players.ExamplesThe Grove Industry leaders!Check out The Groves partnerships with Ev

26、eryman for outdoor cinema events and Jo Malone for festive gifting,scents and afternoon tea!Crowne Plaza&Wellness Apps:Crowne Plaza partnered with wellness platforms like FIIT to offer guests access to yoga&meditation classes.Armani Hotels:Luxury brands extended its identity into hospitality by crea

27、ting branded hotels that reflect its design and service ethos.Ritz Paris&Frame:The Ritz Paris collaborated with fashion brand Frame to launch a co-branded clothing line,merging luxury hospitality with high-end fashion.Marriott partnered with TED to host events,aligning the brand with innovation and

28、thought leadership.Marriott&Mercedes:125m Marriott Bonvoy members can redeem their points for F1 experiences,such as spending the night on the teams hospitality suite yacht during the Monaco Grand Prix,tours of the garage/factory.Ritz Carlton also became the teams official hotel partner and sponsor

29、hospitality areas.Hilton&The FA:Announced a three-year partnership,with Hilton becoming Official Hotel Partner of the England football teams.The PavilionKey takeawaysKnow your brand Audit your identity.What makes you distinct?What kind of partner does that attract?Map/identify potential or aspiratio

30、nal partners Identify brands that align with your audience,location or values.Think outside the industry wellness,tech,fashion,entertainment.Create a partnership deck Showcase your hotel,audience stats,social reach and ideas for collaboration.Be proactive,not passive.Co-create value Dont just ask fo

31、r money or freebies.Build something with your partner that excites guests and tells a story.Collaborate on marketing campaigns to maximise reach.Track everything Put a measurement framework in place from day one&make data-driven decisions.Whats the return?And how can you optimise over time?Outline clear objectives,mutual benefits and success metrics for each partnership.ALLOCATE TIME/RESOURCE TO MONITOR PERFORMANCE!