Travelport and Edwardian Hotels London are to work together as key research and development partners under a new long-term deal signed this week.
One of the UK’s leading luxury hotel and hospitality brands, Edwardian is poised to launch a new “super boutique” property, The Londoner, in 2020.
Travelport said the deal represents the largest hotel partnership of its kind managed by Travelport’s Digital Media Solutions team in Europe.
It will see Travelport deliver an expanded digital advertising program for Edwardian Hotels London’s range of four and five star hotels and food and beverage offerings.
As part of the agreement, Edwardian Hotels London will become Travelport’s first hotel research and development partner.
This will give the operator access to Travelport’s business intelligence, data, mobile and hospitality teams.
The partners will test and pilot new products and initiatives, and say work is underway to boost engagement with travellers via advanced data insights and mobility platforms.
Jason Clarke, senior vice president and managing director of travel partners at Travelport, said:
“This new long-term agreement with Edwardian Hotels London is testament to the value that our travel partners place in the solutions we provide at Travelport.
“Our ability to communicate compelling messages that support travel agents at every stage of the booking process was central to our discussions about areas where our Digital Media Solutions team could add commercial value.
“Our new partnership is a sign of the confidence both Travelport and Edwardian Hotels London have that this value can be enhanced by utilizing a broader set of our products, services and events.”
Edwardian Hotels London will also become an innovation and local marketing partner across its properties in London and Manchester and will take part in commercial conferences to raise awareness of its portfolio among Travelport’s international agency network.
The company has agreed to sponsor Travelport events, including the flagship Travelport LIVE thought leadership event in Venice, in September.
The event will see leaders from travel management companies, leisure agencies, online travel agencies, airlines and hotels from across the region to join a discussion about the experience economy and its impact on the travel industry.
Siraj Singh, director of marketing and e-commerce Edwardian Hotels London, said: “Travelport provides us with access to a vast international agency network, the intelligence to understand what influences agent searches and bookings, and the tactics that can achieve quantifiable and notable results.
“We were delighted with the return on investment we received in our first campaign with the company. We look forward to continuing and expanding our partnership and reaping the many benefits that this will provide over the next decade.”