Sheraton HK partners mtm labo to deliver exclusive afternoon tea experience

Sheraton Hong Kong Hotel & Towers has collaborated with skincare brand mtm labo, to introduce the new “mtm labo's botanical hydration afternoon tea” at the hotel’s iconic rooftop Sky Lounge on the 18th floor.

Inspired by mtm labo’s core philosophy of “We know you and your skin,” this afternoon tea translates the art of bespoke skincare into a gourmet journey. Sheraton Hong Kong’s culinary team has crafted a menu that artfully blends quintessential Japanese autumn flavours with the nourishing properties of botanical extracts.

The collaboration beautifully complements Sheraton's commitment to creating meaningful and memorable guest experiences at the gathering point of the city, said a spokesperson from Sheraton in conversation with MARKETING-INTERACTIVE. "mtm labo’s philosophy of 'understanding you and your skin' aligns seamlessly with the personalised, satisfying experience we aim to deliver at Sky Lounge."

"mtm labo’s use of botanical extracts such as centella asiatica, chamomile, and ginseng have inspired our chefs’ creations, blending Japanese-inspired flavours into the 'mtm Botanical Hydration Afternoon Tea'," the spokesperson added. "This collaboration creates a harmonious experience that highlights wellness and indulgence, inviting guests to enjoy a moment of tranquility amidst Hong Kong’s iconic skyline."

Running until 30 November, the partnership aims to craft a distinctive afternoon tea experience at Sky Lounge that harmoniously blends the Japanese autumnal flavours with mtm labo’s botanical extracts, fostering a nurturing journey for body and soul while showcasing the artistry of both Sheraton and mtm labo. The partnership is managed by in-house marketing communications teams of Sheraton Hong Kong Hotel & Towers and mtm labo.

This also aims to create a synergy between Sheraton Hong Kong’s warm hospitality and mtm labo’s bespoke skincare expertise. "Other objectives include driving brand visibility and strengthening cross-brand connections, and hence attracting new guests to both Sheraton Hong Kong and mtm labo, ultimately boosting sales and fostering long-term engagement."

In terms of marketing strategies, the spokesperson said the partnership has leveraged digital outreach, by promoting 25% eShop savings and sharing eDMs with Marriott Bonvoy members. It has also highlighted the exclusive afternoon tea on Sheraton's Instagram, Facebook, WeChat, Xiaohongshu for broader reach.

The hotel has also partnered with food, lifestyle, and beauty influencers for authentic feedback on tea set and skincare experience. Signage and staff recommendations are also leveraged to encourage exploration.

When it comes to measuring the returns on investment (ROI), the spokesperson said the hotel will monitor bookings and sales across both offline channels and the Sheraton Hong Kong eShop, leveraging the exclusive 25% savings offer to drive incremental revenue and evaluate campaign performance.

Guest engagement rate and brand reach will be measured, along with redemption rates of door gift (mtm labo Radiant Clarity Discovery Kit) and bounce back card (mtm labo exclusive autumn skincare invitation card). 

Sheraton Hong Kong Hotel & Towers, said: "We are honoured to collaborate with mtm labo for the ‘mtm labo botanical hydration afternoon tea’ at Sky Lounge, blending their personalised skincare expertise with our heartfelt hospitality and culinary artistry. This partnership invites guests to savour a nurturing experience celebrating autumn’s essence, set against the breathtaking 180-degree Victoria Harbour views at our iconic Sky Lounge."

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