TFE Hotels partners with Guvera

TFE Hotels is the first Australian hotelier to partner with a music streaming service.

“Born from a need to stay relevant in a changing hotel environment, Guvera is the ideal match for TFE Hotels, particularly for their Vibe Hotels brand, as a company looking to capture the attention of millennials,” the hotel group said in a statement.

The partnership will initially roll out in Vibe Hotel Canberra Airport, opening in November, and will be brought to life both online and within the physical hotel environment. The two will work together to create an experience for travellers during their stay that continues when they have checked out.

“Guvera’s philosophy, to bring people the music they love, resonates with this millennial audience and presents a space where the target generation is already active and engaged. Guvera’s streaming service is built on this approach, with an ad-funded model allowing it to offer free music at no charge to the user, and with 55% of Vibe Hotel customers being Gen X, and 25% Gen Y, this model is a big draw card with younger guests,” TFE Hotels added.

“As well as access to curated playlists, the Vibe Hotels branded app will house additional local insights through Vibe Connection, as well as destination guides through Vibe Discovery and Explore TFE Hotels, which incorporates travel and lifestyle to enhance guests’ experience of the locations, alongside eClub benefits and offers for listeners.”

Emma Fraser, group director of marketing at TFE Hotels, said: “We are thrilled to be partnering with Guvera, it’s a fantastic service in the music streaming space and we know it resonates well with a millennial audience primarily but more importantly we all have an emotional connection with music. Music connects people and as a brand this is what we are hoping to achieve, to connect TFE Hotels and their six hotel brands with consumers through Guvera’s audience and continue to strengthen our relationship with our guests.”

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