The Marriott Bonvoy hospitality chain has signed a multi-year strategic partnership with concert promoter Live Nation Canada to become its official hotel partner.

Beatriz Fuentes, Marriott International’s area director of marketing, Canada, told MiC via e-mail that under the terms of the agreement, Marriott Bonvoy gains exclusive rights to the category at Live Nation Canada’s promoted shows and venues, numbering approximately 2,000 events per year. The deal encompasses on-site signage, premium ticketing, experiential activations such as meet and greets, VIP experiences, etc and talent and artist engagement.

The hotelier will also promote the partnership with member perks through its Marriott Bonvoy Moments program.

Fuentes said guest feedback and market research led to her company’s decision to explore a partnership with Live Nation Canada.

“We know from speaking to our guests and market research that there is a strong connection between travel and music,” Fuentes explained. “In fact, Live Nation’s recent Fan Journey study showed that over 30% of Canadians have travelled more than 100 kms to attend a concert or festival and over 70% of concertgoers who stay overnight for a live event choose to stay at a hotel.”

The sponsorship agreement provides plenty of reach for both companies. Marriott Bonvoy has 275 properties in Canada alone (neaarly 8600 worldwide) and Live Nation hosted 29,169 events last year in North America, according to its 2022 year-end financial statement.

The Canadian Live Music Association says Canada’s concert music industry is worth about $3B to Canada’s overall GDP.