Loews Hotels & Co. and Omni Hotels & Resorts have formed a new partnership focused on cross-selling, cross-marketing and collaborating within the sales process. The partnership primarily targets both companies’ leisure travelers, allowing increased distribution in markets where there is no crossover between the two. For example, Omni travelers headed to Miami’s South Beach or New York City will have access to Loews Miami Beach Hotel or Loews Regency New York Hotel.
Similarly, Loews guests can book stays at the Omni Mount Washington Resort in Bretton Woods, N.H., or Omni Amelia Island Resort in Amelia Island, Fla. Reservations are bookable directly online or by calling reservations through both brands’ channels.
“Peter Strebel, the President of Omni and I talk frequently and developing ways of working and collaborating continued to come up,” said Alex Tisch, president of Loews Hotels. “We realized that our two companies were likeminded and a partnership would make a lot of sense. Loews and Omni are very similar not just because we are two of the last of the branded independent hotel brands, but also we attract a very similar type of guest. “
“As we continue to emerge from the COVID-19 crisis, we must find new, strategic ways to market our hotels and resorts,” said Peter Strebel, president of Omni. “Partnering with a like-minded brand such as Loews Hotels & Co is a thoughtful and unique way to offer our guests, and theirs, wider distribution. We look forward to a successful partnership and paving the way towards the full recovery of the hospitality industry.”
In addition to focusing on the leisure traveler, the partnership between Loews and Omni also will look at future ways of collaborating, including within the meetings and groups sector. Tisch said he expects the partnership to continue and evolve. “I think both of our brands are committed to this partnership for the foreseeable future,” he said. “Right now our focus is on the leisure traveler. We continue to talk to Omni about ways in which we could expand and enhance this new partnership.”
Each brand will continue to maintain its own visual identity and marketing, along with loyalty, pricing and availability.