Live Nation and the Hilton International hotel chain have entered a deal making Hilton the official hotel partner for the concert promoter, according to Billboard. Don't get too excited yet: That doesn't mean you should be booking rooms at whatever city One Direction is playing in that night assuming the group will be staying there too. The deal will result in exclusive performances for members of the HHonors guest program however.
The 42 million-plus members of Hilton's guest rewards program will gain access to exclusive events, including concerts and other "experiences." HHonors members build up points through their stays and they'll be able to redeem those points for tickets to the Live Nation-organized music events. Paramore will be the first act to represent Live Nation, playing a New York concert on February 23.
The hotel will also score some advertising from Live Nation online. When you buy a ticket online you'll often get an advertisement advising you on where to stay if you're coming from out-of-town. Expect Hilton to be at the top of those lists over the next five years. Touring acts (smaller than One Direction, presumably) will be offered discounts at Hilton hotels when they play at Live Nation-operated venues.
The new deal means that Live Nation has cut ties with the Starwood Hotel Group, which owns the Westin and Sheraton brands.
"While we have had a really great relationship with Starwood for the past six years, we felt that if we were ever going to make a change, this was that moment in time," said Russell Wallach, media and sponsorship president for Live Nation.
No financial details were given for the deal between the two companies but Billboard reports that Live Nation brought in $230.9 million during the first three quarters of 2014 from sponsorships and advertising.
