Lifestyle Brand partnerships with Travel are on the Rise.

I wouldn't call them "strange bedfellows", maybe a kindred brand spirit. Lifestyle brands seem a natural fit with travel brands.

Both are a privilege, both promote ideals of living. 

While tourism is no stranger to the brand partnership for major campaigns or sweepstakes, there seems to be a deeper trend of connecting home and travel. I know you must have seen the Sherwin Williams "where will color take you" campaign:

What I love about a campaign like this is how it connects to the idea of living isn't home life, travel life, work life...it's just life. Working together, fighting for its place in the sun, and ultimately making our life experiences as personal as our vibe.

This is a perfect consumer/leisure partnership.

On the flip side, there are the B2B brand partnerships, as with Etsy + AirBnB. I find this the more interesting and opportunistic of the two. Considering that 70% of vacation rental companies are small (managing 1 - 19 units), this design partnership and marketplace is a welcome support to small business owners in our industry.

Check out their "For Hosts by Hosts" campaign:

I really wonder how destinations can usher in support for local businesses with a lifestyle partner?

Think beyond usual suspects.

Think of suppliers for your tourism local businesses.

Think of pop-culture trends that can be parlayed into a potential lifestyle brand.

Think "ideas of living", what brands could amplify a certain segment, a certain vibe.