May 21, 2020 - Economy & Business

Coronavirus pushes travel and tourism sectors to up co-branding efforts

Felix Salmon, author of Capital

Photo rendering via Hilton

The travel and tourism sector has been one of the hardest hit by the pandemic, and is desperate to reassure potential customers that they will be safe from the novel coronavirus when and if they start traveling again.

The bottom line: The only two things that will always thrive in a crisis are cockroaches and co-branding opportunities.

How it works: The formula for doing so is simple: Find a well-known brand of household cleaner, add a well-known medical brand, and combine.

  • United Airlines has announced that it is "teaming up with Clorox" and "working closely with the experts at Cleveland Clinic."
  • Hilton Hotels says that it "will collaborate with RB, maker of Lysol and Dettol, and consult with Mayo Clinic."

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