Brand collaborations are nothing new, but their impact has grown significantly in recent years. While such partnerships have existed since the 1920s, today they are more frequent and diverse, extending beyond the occasional artist collaboration with a major brand. In fact, brand partnerships have become a standard business strategy.
From fast food giants to luxury fashion houses, many industries are embracing collaborations. These partnerships range from unexpected alliances between celebrities, influencers, and well-known brands, to collaborations in the travel and tourism industry, which include hotels, airlines, and luggage companies. The travel sector is increasingly recognizing the potential benefits of joining forces with other major brands.
Research from Forrester, a global market research firm, highlights the advantages of strategic partnerships. The study found that companies with established partnership strategies grew nearly twice as fast as their competitors. These companies were also more likely to see higher profitability. Another Forrester study showed that more than half of the companies surveyed earned over 20% of their revenue through partnerships, and 49% saw an increase in revenue after implementing partnership programs. Over 70% of respondents also agreed that partnerships play a key role in their sales and marketing strategies.
In particular, technology and fashion companies have greatly benefited from collaborations. These businesses often team up with affiliate brands and creators in the influencer economy. For instance, more than 20% of Zoom’s international business bookings came from its partner network. By 2024, the company adopted a “partner-first” approach for its EMEA market. Similarly, Microsoft’s partner ecosystem accounted for 95% of its commercial revenue. Tech brands also generated significant revenue from partnerships with sports organizations, earning US$295 million during the 2022-23 season through deals with major sports leagues such as the NFL, NBA, MLB, and NHL.
The travel industry is no stranger to partnerships either. Airlines worldwide have teamed up with sports organizations, food brands, and celebrities. Hotels are also collaborating with big names outside their industry. For example, the Rosewood London celebrated its 10th anniversary in 2023 by inviting British designer Anya Hindmarch to redesign its lobby, while also promoting her travel accessory line. The hotel also partnered with the prestigious jewelry brand Garrard for a festive season display. Similarly, in 2021, The Peninsula Hotel in Hong Kong worked with Chanel to decorate the hotel’s facade with the brand’s logo, jewelry, and perfume, creating a unique luxury experience for guests.
Strategic partnerships are proving to be a key factor in business growth across various sectors, including travel. By joining forces, brands can tap into new audiences and create unique, memorable experiences.
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