look outside any one luxury sector – one of McLaren’s most successful recent tie-ups has been with Tumi luggage (every single time McLaren builds a car, says its chief marketer Gareth Dunmore, all concerned think non- stop how this particular one can help sell a luxury experience for Millennials and Gen-Z) .
Stress art, yours and consumers’ – St Lucia Anse Chastenet murals on tennis court walls are by Naja Misaki Simeon (Sakey), who offers classes to guests

London The Londoner cements its already-strong partnerships with over 20 institutions of the calibre of The National Gallery: meeting rooms are named for these partners, and now there will be loan art works displayed.

Go for teens: &Beyond suggests quizzes for the 14- 18 age group, who get 50% room-rate deduction – there are prizes at the end of a stay (applicable in Chile, Tanzania, Mozambique, Botswana and South Africa.
Everyone is doing it, following Bezos to online shopping – Kempinski’s site, overseen by long-time ceo Kempinski Trading Noel Attard, launched 16th December as a partnership with Hotels at Home.
Promote unadulterated darkness, as at Utah’s Amangiri – aimed at new-niche night tourism, this is led by International Dark Sky Places, director Ashley Wilson.

Promote in unlikely outlets: Delhi-based Kapil Chopra, ceo Postcard Hotels, had a news column in Monocle, explaining value of disruption (and all management are shareholders).

Partnerships and