. Loews and Omni Form Cross-Selling Partnership | Northstar Meetings Group

Loews and Omni Form Cross-Selling Partnership

The deal between the two independent-hotel companies initially targets leisure travelers but the collaboration could expand to groups and meetings.

Loews Miami Beach Hotel Partnership Omni
The Loews Miami Beach Hotel, now accessible to book via both Loews and Omni Hotels channels

As the travel and meetings industries look toward a recovery, Loews Hotels & Co. and Omni Hotels & Resorts, who feature branded independent properties, will partner to cross-sell and cross-market their portfolios. The alliance is initially aimed at the companies' leisure guests, but could expand to include groups and meetings.

To start, the partnership will open up opportunities for each company in destinations where they don't compete. An Omni traveler can now book lodging in New York City, for instance, at the Loews Regency New York Hotel (New York's Omni Berkshire Place Hotel closed its doors last summer), while a Loews customer can book a beachfront stay at the Omni Amelia Island Resort in Florida. The stays can be reserved online or by phone through either of the brands.

“Partnerships have been in our DNA at Loews Hotels & Co. for more than 70 years, and when you have the opportunity to align with a company that shares your values and principles, not to mention be able to offer guests even more places to travel, you jump on that opportunity,” said Loews president Alex Tisch. “This new collaboration with Omni Hotels & Resorts will be one of our most meaningful and relevant commercial partnerships, not only for our two companies but also for both of our loyal customer bases.”

It's important for these relatively small hotel companies to widen the options for their respective customers, according to Omni president Peter Strebel. “As we continue to emerge from the Covid-19 crisis, we must find new, strategic ways to market our hotels and resorts," he said. "We look forward to a successful partnership and paving the way towards the full recovery of the hospitality industry.”

Each company will continue to maintain its own loyalty program, as well as its own visual identity and marketing, pricing and availability. Loews properties are now integrated into search results on Omni's site, and Loews customers can see their complete options here.