Bentley Teams Up With Starwood Hotels


With the new contract signed between the British luxury car maker Bentley and St Regis and The Luxury Collection Hotels & Resorts, part of Starwood Hotels & Resorts Worldwide, fleet of Bentley cars will be provided to the group’s facilities to ferry their guests around.

The partnership underpins the heritage and world-class excellence of both brands, creating signature experiences for guests, residents and customers with driving programmes, special events, brand initiatives and house fleets at flagship hotels around the world. Rolls Royce is apparently a terrible old cliche for these guys, so they went for Bentley instead!

The first model chosen for the job is the Continental Flying Spur which will be in business from The St. Regis Singapore and The St. Regis Saadiyat Island Resort in Abu Dhabi to the brand’s flagship in New York.

Starwood bentley1 Bentley Teams Up With Starwood Hotels

Bentley press release:

The ability to undertake long journeys in great comfort has been the hallmark of every Bentley, and never has that been better demonstrated than in the iconic R-Type Continental from 1952 and its four-door descendant, the Continental Flying Spur.

The model has continued the Bentley bloodline of sporting Grand Tourers derived from the original elegant yet powerful 1957 Continental Flying Spur.  Similarly inspired by the most desirable coupé of its day, it delivers awesome performance as well as extraordinary comfort and elegance. Both attributes harmonise with the expectations of discerning Starwood guests.

“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 over 35 countries,  offers unparalleled engagement with 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 Palace, a Luxury Collection Hotel in Venice. In February this year, Bentley unveiled its newest Continental GT and GTC V8 models at the award-winning Marques de Riscal, a Luxury Collection Hotel in Ilciego, Spain.

This month, The Luxury Collection and Bentley extend their partnership to Austria with an inaugural drive. The scenic Springtime Bentley Grand Tour from Vienna to Salzburg will last two days and offers 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. Both the Continental W12 and the Continental V8 impress with their very own distinctive drive characteristics.

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

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