Bentley Motors, a UK-based luxury car manufacturer, announced an agreement with Starwood Hotels and Resorts Worldwide – a high end hotel franchise. This partnership was signed to promote excellence of both Bentley cars and St Regis and the Luxury Collection Hotels and Resorts, which are a part of the Starwood Hotels empire, through special driving programs, events, and car fleets available to guests and residents in hotels around the world.

Paul James, Global Brand Leader for St. Regis Hotels & Resorts praised the agreement:

“Starwood’s luxury brands continue to grow globally and so does the global nature of our guests… 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.”

The car chosen to be distributed in St Regis hotels around the world is Bentley Continental Flying Spur, a model combining state-of-the-art design and craftsmanship with unprecedented performance. The model continues a long bloodline of exquisite cars, and is a direct descendant of the iconic 1957 Continental Flying Spur.

 Photo: Bentley

According to Joe Ashworth, head of customer relations at Bentley Motors, the agreement is just a logical merger of the values the two brands foster:

“At Bentley, we are committed to maintaining our position as the definitive British luxury car company… 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 agreement with the Luxury Collection Hotels and Resorts brand consists of an extension of the partnership to Austria which will result in a two day inaugural drive – the Springtime Bentley Grand Tour from Vienna to Salzburg. Guests will have two cars to choose from - Continental W12 and the Continental V8 models, both offering “an incomparable way to experience the country”.

Photo: Bentley

Bentley has made a smart move here. Their target market has always been the extremely wealthy part of the population, and having to pay around $300 per night (being the price of the smallest rooms in St Regis Singapore for example) they could expect no one else in the Starwood franchises. Having had people “test drive” Bentleys as a part of their arrangement in luxury hotels around the world, this car brand only strengthens the general perception of it in the people’s minds – broadening the field of perspective buyers eventually.