Update on SpringHill Suites’ Partnership with West Elm
Earlier this year, SpringHill Suites and West Elm announced a new partnership for key elements of the SpringHill Suites’ guest room. Since the announcement, over 25 hotels have fully installed the new West Elm components of our Palettes décor package, with an additional 35+ hotels in process. In addition, as a way to immediately activate the partnership across all 350+ SpringHill Suites properties in the U.S. and Canada, West Elm curated a specially-selected set of lobby décor items, which are now featured in all SpringHill Suites’ lobbies along with guest-facing marketing collateral to bring the partnership to life.
Together, SpringHill Suites and West Elm also orchestrated a multi-faceted marketing and PR launch plan of the partnership, including features of the SpringHill Suites furniture collection in West Elm catalogs, press releases, the creation of landing pages on the brands’ respective websites: www.springhillsuites.com/westelm and www.westelm.com/springhillsuites, and a national sweepstakes titled “West Elm/SHS Suite Style Sweeps”.
Thanks in large part to your support, SpringHill Suites is the largest non-extended all-suites brand in the industry. As the brand continues its amazing growth trajectory, with nearly 160 hotels in the pipeline and 70 hotels set to open in the next year and a half, we look forward to the continued energy, excitement and adoption of the new West Elm components from renovating and opening hotels.
As many of you may know, West Elm recently announced the launch of a new hotel brand in the boutique space. We have been in close contact with Jim Brett, President of West Elm, since the announcement. We are confident that this news around West Elm will call attention to our joint endeavor and we want to take this opportunity to share our perspective, and to reiterate our positioning on this partnership:
- We believe West Elm’s recent announcement will only enhance the relevance of SpringHill Suites, which will continue to be the only hotel brand in the world to have designed an in-room experience in collaboration with West Elm. The partnership with SpringHill and West Elm was a special collaboration between the two companies and is closely related to the West Elm contract furniture business that was started over a year ago for the West Elm workspace line. To learn more, view this brief video.
- SpringHill Suites is delighted to partner with a prolific design and manufacturing resource that could provide a service to our brand in the same way they also service other large companies’ needs for new office environments. West Elm has generated marketing exposure and opportunity through their immense network of consumer touch points. Having West Elm as a dedicated partner for our growing brand continues to create value for both companies, as well as for SpringHill Suites’ guests.
As the partnership continues, you will continue to see both brands proudly market and speak to our partnership with one another, allowing both companies to expose their brands to their unique customers, creating better awareness and trial of the brands.
We appreciate your continued support of the SpringHill Suites brand and are, as always, happy to address any additional questions you may have.
Best regards,
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Loren Nalewanski |
Adam Sherer |
