The parent company of the design-driven furniture maker IKEA and the untrendy Marriott International announced this month that they are teaming up to create Moxy, a chain of budget hotels across Europe, news that strikes many travelers as an odd coupling. (And inspires questions, like, will you have to put together your nightside table with an Allen wrench?)
But there are even stranger bedfellows for hotels, which use the term "partner" as liberally as people use "friend" on social networking sites.
Two hotels have forged agreements with automakers: 51 Buckingham Gate in London is home to the Jaguar Suite, designed by the automaker to include a fireplace modeled on the Jag's rear window; and the St. Regis New York recently announced that Bentley Motors will design a one-bedroom suite featuring a Champagne bar.
Speaking of Champagne, Veuve Clicquot has put its stamp on the pool deck at the Hotel ZaZa in Dallas with pillows and umbrellas in the signature orange hue of the label; it's given similar treatment to a lounge in the Algodon Mansion hotel in Buenos Aires.
The IKEA-Marriott deal is so unusual that it seems like one of these cross-promotions. But it is a true partnership in which Inter IKEA spends $500 million to build 50 hotels. Besides, the rooms aren't going to be furnished by IKEA the retailer. So no, you don't have to pack that Allen wrench.
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