It is a marketing technique aiming to promote a different brand, which is not in competition. For instance, the collaboration between Fastjet and Chicken Inn was of benefit for both: Fastjet customers paid for their flights at Chicken Inn, the same customers would also buy meals at Chicken Inn. They did this because it was convenient.
Hotels can partner with travel agencies, car hire companies, tourist attractions (cafes, museums, etc.), souvenir shops, and event planners. The most successful partnerships happen when both services have the same target audience, and when they are complementary.
There are 4 types of cross-promotion tools:
- Share information. This might be online: posting about a partner on social media or place its product on the website; or offline: posters, leaflets, or partner’s business cards, placed in your office.
- Sell partner’s products. For example, vend postcards from a local souvenir shop, and shop assistants will recommend your hotel in return.
- Make your discounts reciprocal. It means that your coupon will work with a partner company and vice versa. Employ this if your brands have similar audiences.
- Offer discounts at your partner’s. For instance, partner with the nearby cafe to offer a discount there to your guests.