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Competing hotels offer blueprint for joint marketing
In an unusual hotel marketing move, three hotels on Boston’s waterfront — which technically compete with one another — have formed a marketing partnership dubbed “The Waterfront Collection.”
“The move was a bid to draw more business to their neighborhood, an area of the city that has long been deemed up and coming but has not yet arrived,” writes the Boston Business Journal.
“Managers decided to create a marketing partnership among the three hotels and brand it The Waterfront Collection as a way to collaborate on pitching meeting planners across the country, selling them on Boston’s waterfront as a great location for meetings and conferences,” the newspaper says.
How do similar hotels go about joint marketing?
In this case, marketing materials include a web site, brochures and social media elements such as Twitter and Facebook pages. The partnership calls for the hotels to collaborate on sales calls and to build awareness at trade shows.
Collectively, the three hotels have about 1,700 rooms.
“It sounds crazy, but we all work really well together,” said Marianna Accomando, vice president of sales at the Seaport Hotel and World Trade Center. “We do believe it’s a pioneering area for the city.”
The partnership was not only born out of the need to promote the waterfront, but also as a way to boost bookings after a year that was tough for all hotels in Boston.
Citywide, occupancy at downtown hotels has gradually improved, but rates have remained soft and are likely to grow slowly over the next 18 months, the newspaper says.
By David Wilkening
David
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