The New York Times and Financial Times have teamed up to create a first-of-its-kind program, allowing hotels unlimited digital access to NYTimes.com and FT.com. Hotels can purchase a branded Web portal that provides hotel guests access to the news websites.
The hotel access program launched in May and about a dozen hotels are already interested in participating, said Hannah Yang, executive director, education and corporate marketing for The New York Times.
Janet White, print circulation director at Financial Times, said the primary goal of the program is to introduce readers to The New York Times and Financial Times who might not have been subscribers before. “Our hope is that once they have the kind of unlimited and seamless access they’d have as subscribers, they’ll want to continue that experience.”
Although revenue numbers are not available to the public, Yang said the program presents a sizable revenue opportunity for The New York Times’ hotel segment. Pricing is based on the size of the hotel.
The New York Times originally launched a digital access program for hotels in 2012, Yang said, however the newspaper wanted to partner with the Financial Times this time because they knew it would “fuel growth” for the program.
She said The New York Times approached the Financial Times earlier this year about the initiative, and the program was launched soon after.
The digital access program is available to any hotel in North and South America and Yang said it only takes a few business days for hotels to have access to the program. She said The New York Times and Financial Times are currently reaching out to hotels and hotel associations to continue spreading the word.
This digital access program also opens up possibilities for small, local papers to partner with the two newspapers and local hotels.
“Our model is something we could potentially replicate with local newspapers. For example, perhaps a portal that provides unlimited access to NYTimes.com, FT.com, and a local, paid media outlet for hotels could appeal to guests,” Yang said.
While the program is still fairly new, Yang said they have already received interest from other industries, such as transportation and universities, about creating similar all-access programs.