American Marketer


Starwood renews partnership with Mercedes Formula One Team

October 22, 2014

Mercedes AMG Petronas vehicle Mercedes AMG Petronas vehicle


Starwood Hotels & Resorts Worldwide is extending the alliance between Starwood Preferred Guest and Mercedes AMG Petronas Formula One Team.

Since 2012 Starwood Preferred Guest and Formula One have partnered for the racing seasons and, after three years together, the relationship will continue. The collaboration places Starwood Hotels as the premiere accommodations for Grand Prix races.

Race and rest
Members of the Starwood Preferred Guest program will be able to continue to register for their chance to participate in "Access Like No Other," a program of experiences that allows guests to interact with the Mercedes team.

In the past, some of the program's experiences were meet-and-greets with the drivers, seats in the team's VIP hospitality suite at Grand Prix events and the ability to watch the races at the factory with the engineering team.

Since 2012, there has been a 250 percent growth in members redeeming their points to take part and up to 300,000 Starpoints have been put toward exclusive access at Grand Prix events.

Hotels and automakers consistently team up to create unique experiences for consumers.

For instance, Italian automaker Ferrari entered a partnership with Hong Kong-based hotel chain Shangri-La to bring guests a personalized experience when traveling to European and Asian race series.

The joint venture offered Ferrari fans the opportunity to experience exclusive events and temporarily reside in a local Shangri-La during the various Ferrari racing series. Fans turned guests will have the opportunity to gain awareness about the similarities in the affluent traditions of each brand (see story).