Hotel giant Starwood has bought into the sharing economy with its new partnership with Uber.

Hotel giant Starwood has bought in to the sharing economy. The group, which owns W Hotels, St. Regis and Sheraton, has announced a partnership with car service Uber in which every dollar spent by a guest on an Uber car earns points toward free rooms and other perks.

This is another example of one of our Future 100 items—Share-con Luxe, where we identified how sharing economy platforms were increasingly moving upscale to align with corporate and luxury brands. Airbnb has launched a sleek coffee-table magazine called Pineapple, and both Airbnb and Uber have collaborated with business-travel company Concur. Audi has also emulated the sharing economy model, introducing a car share service for businesses in Berlin recently. More big companies are seeing the appeal of affordable and efficient services the sharing economy offers. As more sharing economy platforms become aspirational and introduce mature branding, they’re also becoming more palatable to big brand players. Watch out for more sharing economy tie-ups.  —Hallie Steiner

Image credit: LA Times