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Starwood's Luxury Brands partner with Bentley Motors

  • Published by Vedat

Starwood Hotels & Resorts Worldwide, Inc. announces a global partnership between Bentley Motors and the St. Regis(R) and The Luxury Collection(R) Hotels & Resorts.

The partnership underpins the heritage and excellence of the brands, creating signature experiences for guests, residents and customers with driving programs, special events, brand initiatives and house fleets at flagship hotels around the world.

"Starwood's luxury brands continue to grow globally and so does the global nature of our guests," said Paul James, Global Brand Leader for the St. Regis and The Luxury Collection Hotels & Resorts. "We are committed to providing experiences that far surpass their expectations, and this partnership with Bentley enables our discerning guests to explore must-see destinations in unparalleled style."

As a hotel brand created for a new generation of luxury travellers, the St. Regis brand has selected Bentley as the house fleet in hotels and resorts around the world, from The St. Regis Singapore and The St. Regis Saadiyat Island Resort in Abu Dhabi to the brand's flagship The St. Regis(R) in New York. In October 2011, St. Regis hosted a bespoke Bentley Italian Driving Tour for model owners and guests of The St. Regis Rome and the newly opened St. Regis Florence.

Bentley models, such as The Continental Flying Spur, are the perfect fit for St. Regis as they combine exquisite design with peerless craftsmanship. Similarly inspired by the most desirable coupe of its day, the Flying Spur delivers awesome performance as well as extraordinary comfort and elegance.

"At Bentley, we are committed to maintaining our position as the definitive British luxury car company," said Joe Ashworth, head of customer relations at Bentley Motors. "It is therefore important that we partner with a pinnacle brand that underpins our own values of craftsmanship, style and sophistication. Our current and prospective customers recognise the heritage of both brands, and with Starwood's Luxury Brands, we aim to broaden the appeal and experience of Bentley."

The Luxury Collection Hotels & Resorts, a portfolio of 80 hotels and resorts in more than 35 countries, offers authentic experiences and unparalleled engagement in some of the world's most exciting and desirable destinations. Through this partnership, Bentley staged its global media drive of the Continental Flying Spur in 2005 at The Gritti(R) Palace, a Luxury Collection Hotel in Venice, Italy. In February this year, Bentley unveiled their newest Continental GT and GTC V8 at the award-winning Marques de Riscal, a Luxury Collection Hotel in Ilciego, Spain.

This month, The Luxury Collection and Bentley will co-host an inaugural Austrian driving program. The scenic Springtime Bentley Grand Tour from Vienna to Salzburg will last two days and will offer guests an incomparable way to experience the country. The journey will showcase four iconic Luxury Collection Hotels including the Hotel Imperial in Vienna and the Schloss Fuschl in Salzburg. The participants of the exclusive drive will have two astonishing options to explore the route through Austria - the Continental W12 and the Continental V8.

Through signature programs such as St. Regis Aficionado(R), Journeys by The Luxury Collection and SPG Moments(R), Starwood will continue to create opportunities for its guests to experience exhilarating driving programs around the world with Bentley and offer insider access to once-in-a-lifetime St. Regis and The Luxury Collection experiences.
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