Hotels happily jump into the wine business

Nancy Trejos | USA TODAY

Hotels have long been willing to hawk pillows, linens and bathrobes. Now, they're peddling fine wines.

A number of major hotel chains are getting into the wine business, teaming up with wineries to start wine clubs, create their own private labels or hold special wine events.

• JW Marriott Hotels and Resorts has just introduced the JWM Wine Club in partnership with Treasury Wine Estates in Napa Valley. Members can choose two of four wines each quarter to be shipped to them. The shipments come with tasting notes from a JW Marriott wine ambassador and complementary recipes from a hotel executive chef. Each shipment costs $150.

• Sheraton Hotels and Resorts has started a wine club in partnership with Chateau Ste. Michelle. Starwood Preferred Guests can redeem points for membership in the club. For instance, 12,000 Starpoints will score them a six-month membership and two quarterly shipments of two bottles. On July 24, Sheraton will also kick off five wine-tasting events across the country with Chateau Ste. Michelle and Wine Spectator, starting in Chicago.

• Sofitel is rolling out a three-part wine program this year showcasing French wines. Wine experts will design customized wine lists at 23 participating hotels. A series of a dozen wine-pairing dinners will take place at select properties. All 120 Sofitels around the world will celebrate French Wine Week Sept. 23-30.

• Hyatt Hotels & Resorts teamed up with Napa's Folio Fine Wine Partners to create its own private label, Canvas, which is served at its restaurants and available for sale at www.hyattathome.com and at the winery.

• At many hotels, the wine flows for free. Kimpton Hotels have been offering free wine hours for years through the Wines that Care program. Now, Affinia Hotels have started offering a free wine hour five nights a week at four of its five New York City properties. If you stay at one New York City hotel, you can attend wine hour at any of the four properties.

"This is one example of hotel brands extending their 'footprint' and therefore their engagement with their guests by making themselves about more than simply lodging," says Chekitan Dev, an associate professor at Cornell University's School of Hotel Administration and author of Hospitality Branding. "By keeping themselves 'top of mind' in this way, they hope to be the brand of choice for the guest's next lodging stay."

Mitzi Gaskins, vice president and global brand manager for JW Marriott Hotels & Resorts, is hoping the new wine club accomplishes just that. The company's research has shown that guests value experiences when they're away, particularly if they involve food and wine.

"We want our guests to really take something away with them," she says. "I think it creates that emotional connection with our guests."

But there's one more reason some hotels are doing it: They think they can make more money.

Sheraton's internal research showed that 66% of guests would be more inclined to buy wine while traveling if there were a premium wine program offered. They would also be more likely to pay $12 to $16 for a premium glass of wine rather than $6 to $8 for a house wine.

Last year, Sheraton piloted a Social Hour with wine at a limited number of hotels. Recently, the company announced it would roll out the program to more than 430 hotels worldwide. That's after 95% of guests said they are "very likely" or "likely" to return to another Social Hour and would recommend the program to others, says Hoyt Harper, Sheraton's global brand leader.

Harper says guests are lingering at the bar longer after the Social Hour and purchasing more food and drinks. The Sheraton Kansas City, for instance, has reported a 43% increase in wine sales since starting the Social Hour.

"Wine is a universal beverage that is often associated with social interaction, which we encourage among our guests," Harper says.