Hilton to use concerts to attract young guests

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.

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