Hotels Driven to Luxury

Luxury seems to love company. At least two luxury automobile companies — Lexus and Mercedes — have partnered with luxury hotel companies to showcase their products. For hotels, these relationships serve a dual purpose: they link their names with other well-known luxury brands and usually include access to their partners' autos for use as courtesy cars.

This kind of formalized symbiotic relationship started in 2003 when Pebble Beach Resorts in California named Lexus as its “preferred vehicle.” In turn, the automaker developed a Pebble Beach Edition Lexus with special colors and amenities. Guests at Pebble Beach's several resort properties are able to test-drive the cars or commute to various venues at the resort in special Lexus guest transportation vehicles.

Last month, Lexus unveiled its sixth version of the Pebble Beach Edition line. The new models, which will be built in limited quantities, include a hybrid car and a hardtop convertible.

On a broader scale, Lexus also recently struck a deal with Fairmont Hotels & Resorts in which two of the carmaker's hybrid vehicles — a sedan and an SUV — will be used as courtesy cars for members of the chain's President's Club. In addition, Fairmont created Lexus Hybrid Living Suites at its San Francisco and Washington, DC properties to further cement the marketing link between the two companies.

The suites feature an array of environmentally sustainable elements, including compact fluorescent lighting, eco-friendly paints and ff&e made from recycled and eco-friendly materials such as bamboo. Guests who rent the suites also have complimentary use of a Lexus hybrid vehicle during their stay.

On a local level, the One Ocean Resort in Atlantic Beach, FL has a deal with Mercedes to use several of the luxury carmaker's vehicles as courtesy cars to transport guests to nearby destinations, including a local country club the hotel uses as its golf course.

Reprints and Licensing
© 2014 Penton Media Inc.

Acceptable Use Policy
blog comments powered by Disqus

Most Recent

More Recent Articles

Career Center

Quick Job Search
Enter Keyword(s):
Enter a City:

Select a State:

Select a Category:
Franchise Fact File Top Brands
Brand Company Basics Top Management Companies
Owners & Operators Industry Consultants
Industry Associations Industry Events
Design Firms Purchasing Companies
Top Ownership Groups

Click here to view all of the Lodging Hospitality Photo Galleries

Accor Best Western
Carlson Rezidor Choice
Hilton Hyatt
IHG La Quinta
Marriott Starwood
Vantage Wyndham

Free Product Information
News and Trends for the Hotel, Motel, and Hospitality Markets.

Lodging Hospitality eReport
Lodging Hospitality electronic newsletters are FREE to requested subscribers.

Lodging Hospitality Resource Center
The Lodging Hospitality Resource Center is the ultimate resource to find products and services to build, equip, and renovate hotels, motels and resorts.

Subscribe / Renew
Visit our subscription center to subscribe or renew your subscription to Lodging Hospitality.

Visit our webinars page to view all our upcoming and on demand webinars.

Visit our White Papers page to view all our current White Papers.