Consolidation in sports could spur cross-industry partnerships in luxury travel

The UK’s richest entrepreneur is Sir Jim Ratcliffe, Founder and Chairman of INEOS, whose empire ranges from chemicals to hotels.

First, hotels. Home Grown Hotels, led by Robin Hutson and backed by Ratcliffe and INEOS, is growing its phenomenally-successful casual-chic The Pig brand at a clever, and workable pace.

Next, sport. Team INEOS is seven times winner of cycling’s pre-eminent Tour de France, including the 2019 competition. Similarly, in sailing, INEOS Team UK is spending at least  £110 million to win The America’s Cup in 2021. Sir Ben Ainslie is designing the boat that will represent Royal Yacht Squadron Racing, who issued the challenge to the current holder, represented by Emirates Team New Zealand.

Now, it has just been announced that INEOS’ two sports divisions will partner with Mercedes-AMG Petronas Motorsport – which brings Lewis Hamilton into the equation. All parties will work together through Mercedes-Benz Applied Science to develop and implement innovations in data analysis, engineering, and human science.  The collaboration is founded on three core principles: a shared belief that no limits should be placed on what is possible in performance; a desire for the technical excellence and winning cultural attributes of each team to be shared for the benefit of the three partners; and a belief that the best technical support enables great athletes to create the greatest racing moments.

“Tapping into the unrivalled expertise and success of the Mercedes Formula One team to support our sporting ambitions across sailing and cycling is an exciting proposition for us,” said Sir Jim.

LTE asks, when will we see travel and tourism realise that technical excellence can be shared, and when will hotel operators realise that best technical support enables great personnel to create the greatest customer moments?

 

www.ineos.com   www.mercedesamgf1.com

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