Hilton Worldwide will market concert tickets to guests as
part of a five-year partnership with Live Nation Entertainment.
The deal with Live Nation, the world’s biggest seller of
concert tickets, makes Hilton the company’s official hotel partner.
The partnership will enable Hilton HHonors loyalty members
to redeem points in exchange for tickets to sound checks and other events in
which fans can meet musical artists.
Hilton will begin hosting some musical events at its hotels.
The first will be a Feb. 23 concert by U.S. pop band Paramore at Hilton’s
Conrad New York.
The partnership appears to be designed to attract young customers
and is similar to one formed last year by Renaissance Hotels and concert promoter AEG. Under that
agreement, AEG agreed to set aside tickets to some shows for Renaissance
guests, while some Renaissance properties scheduled mini-concerts from local
acts at the hotels’ lounges and pool areas.