Marriott is getting into the music business, so to speak.
The chain said Thursday it is linking up with Universal Music Group in a partnership in which some of the music conglomerate’s top stars will perform at Marriott hotels, as well as other branding opportunities.
It’s the latest move as various hotel chains join with music stars to lure guests with special concerts and events with top acts for its rewards members.
Marriott is going one step further with what it calls a “first-of-its-kind” partnership with Universal, whose acts range from Kanye West, U2, Taylor Swift and Sam Smith, to hold concerts, offer music downloads, video series, concert tickets and other incentives. Marriott is also offering members special VIP opportunities without requiring them to cash in their points.
The partnership kicks off next week as Jessie J performs at the St. Pancras Renaissance London Hotel.