Hotel brands like Starwood and Hilton are launching partnerships with Uber to leverage its popularity. However, while some of these efforts have been well thought-out, others have been lacking, according to L2’s Digital IQ Index: Luxury Hotels.
Starwood illustrates the former scenario. The brand partnered with Uber in February 2015 and took all the right steps: SPG loyalty program members are incentivized to use Uber through the SPG as they earn rewards points for doing so. Meanwhile, Uber users are encouraged to sign up for the loyalty program. Further promoting the campaign, Starwood entered all users who linked their accounts on the launch day to win a ride in a special SPG Uber car and a free night and luxury experience at a Starwood hotel.
Hilton also partnered with Uber in September, but with a one-sided collaboration advertised just on the HHonors app, meaning that the brand fails to benefit from exposure to Uber’s enormous customer base. Moreover, the feature merely reminds users to request an Uber ride and offers no loyalty points for doing so through the app.