Share to Facebook Share to Twitter Share to Linkedin It pays to be rich. While many of us find the price of niceties is not very kind to our wallets, private jet companies, yacht builders and luxury hotel groups are offering freebies and deals worth thousands and even tens of thousands of dollars to UHNW clients. “Luxury brands seek to create a seamless experience for their top-tier guests by collaborating with complementary brands that not only make the experience extraordinary, but also generate compelling economic value,” says Milton Pedraza, CEO of The Luxury Institute.
A spokesperson for travel agency group Virtuoso recently told CNBC that 5-star hotel rates this July are 85% higher than 2019. Pedraza adds, “The collaborations can inspire demand and help to mitigate some of the major price increases that consumers have absorbed over the past few years.” The partnerships are also a cost-effective way to reach similarly deep-pocketed customers, plus they generate plentiful lifestyle media coverage like this.
The latest example comes from Marriott International's New York City luxury group properties. Guests staying in select top suites for two nights or longer through Sept. 2, 2024 have the possibility of free roundtrip helicopter transfers between John F.
Kennedy or Newark Liberty International Airport, plus transportation to and from Manhattan's East 34th Street or West 30th Street heliports and their hotel. Blade's website values a one-way flight for a helicopte.
