Hilton and McLaren Formula 1 team are celebrating 20 years of partnership.
When Hilton and the McLaren Formula 1 Team first joined forces in 2005, few could have predicted that the partnership would become one of the longest-running alliances in the sport’s history. What began as a pioneering collaboration between a global hospitality leader and a motorsport powerhouse has evolved into a partnership that exemplifies innovation, endurance, and world-class experience.
During the Singapore Grand Prix weekend, Hilton’s presence was unmistakable. The lobby of the Conrad Singapore Marina Bay glowed in McLaren’s signature Papaya orange, and a life-sized F1 car commanded its marble lobby, attracting a steady stream of guests eager for their moment beside racing glory. Yet, as Ben George, Hilton’s Senior Vice President and Commercial Director for Asia Pacific, explains, the brand’s involvement with McLaren extends far beyond impressive displays.
“Hilton’s partnership with McLaren is not only one of the longest-standing in Formula 1 but also one of the most meaningful,” George reflects. “We were the first hospitality brand to partner with an F1 team, and two decades later, we remain McLaren’s longest-serving partner. This is something we’re incredibly proud of.”
PADDOCK TO PENTHOUSE
Ben George, Senior Vice President & Commercial Director, Asia Pacific for Hilton.
In its early years, the partnership was primarily functional. McLaren required reliable accommodation for its globetrotting team, and Hilton’s international network provided a home-from-home. As the sport evolved, so too did the relationship, transforming from a business arrangement into an experiential collaboration that brings the glamour of Formula 1 to life for guests around the world.
“What began as a practical relationship — ensuring the team had comfortable stays at every race — has evolved into a true collaboration built on shared values of performance, innovation, and excellence,” says George.
A life-sized McLaren Formula 1 car was positioned at the Conrad Singapore Marina Bay during the Singapore Grand Prix.
The growing global appeal of Formula 1 has only amplified that partnership, taking both brands to new levels of visibility and influence. In 2005, the sport was largely followed by purists; today, thanks to the rise of Drive to Survive and a vibrant digital fan culture, Formula 1 has become a worldwide phenomenon.
“It’s been remarkable to see how Formula 1 has evolved,” George adds. “For Hilton, that transformation has opened the door to a new generation of travellers who value experience, authenticity, and design as much as the thrill of the race.”
INNOVATION IN MOTION
Through unique collaborations with the team, Hilton Honors members have access to one-of-a-kind McLaren experiences.
For the hospitality brand, innovation is as crucial off the track as it is on it. Across its 8,995-strong portfolio, Hilton has reimagined what it means to stay in style on race weekends. From McLaren-themed suites adorned with racing memorabilia to bespoke menus inspired by the team’s colours and energy, each activation blends performance with polish.
“We’ve always believed that innovation shouldn’t stop at the track,” George elaborates. “Whether it’s transforming suites into McLaren-inspired rooms or serving limited-time menus themed around the team, we aim to give guests the thrill of Formula 1 from the moment they arrive.”
“Asia is one of Formula 1’s fastest-growing markets. As Hilton continues to expand across the region, the partnership allows us to engage with new audiences who share the same excitement and curiosity for travel and sport.” — Ben George
At the Conrad Singapore Marina Bay, that vision came vividly to life. Papaya-orange desserts, specialty cocktails, and McLaren-branded touches filled the hotel, including key cards emblazoned with McLaren livery, culminating in an atmosphere that was both exclusive and inviting.
Limited time menu offerings inspired by the team.
“It’s about creating touchpoints that let fans feel part of the race, even away from the circuit,” George adds. Hilton’s creative flair has also been showcased at events such as Stay Like McLaren in London’s Trafalgar Square, a campaign that placed guests at the heart of the team’s lifestyle.
“Some guests are looking for those immersive experiences to enhance their stay,” George says, “but for us, it always has to make sense. It has to feel authentic.”
MONEY CAN’T BUY EXPERIENCES
Adrenaline-fueled fan activations serve as part of the programme.
Nowhere is that authenticity clearer than in the Hilton Honors programme, the brand’s global loyalty platform boasting more than 235 million members. Through its collaboration with McLaren, Hilton has unlocked a new dimension of exclusivity: experiences that can’t be purchased, only earned.
“Our Hilton Honors members are at the heart of what we do,” George expresses. “Together with McLaren, we’ve created what we call ‘money-can’t-buy’ experiences — opportunities for members to redeem their Points for unforgettable access to race weekends.”
In Singapore alone, Hilton offered bespoke packages for the Grand Prix, including pit-lane tours, meet-and-greets with the drivers, and premium hospitality. The response was extraordinary. “Members redeemed several million points for those experiences,” George reveals. “That’s proof of just how passionate our guests are.”
For many, these experiences offer more than a brush with Formula 1 fame; they create lasting emotional connections with the sport, the team, and the Hilton brand. As George sees it, that’s the essence of modern luxury: engagement that feels personal, genuine, and memorable.
RACING AHEAD
Driver meet-and-greets are part of the exclusive experiences Hilton Honor members can bid for.
Hilton’s partnership with McLaren also mirrors the rapid rise of Formula 1 across Asia. The region now hosts multiple races, from Singapore and Japan to China, with growing viewership and fan engagement.
“Asia is one of Formula 1’s fastest-growing markets,” states George. “As Hilton continues to expand across the region, the partnership allows us to engage with new audiences who share the same excitement and curiosity for travel and sport.”
The scale of Hilton’s global reach gives the relationship unparalleled consistency. “Today’s F1 calendar spans more than 24 races, and the McLaren team stays with Hilton for the vast majority of them. It’s a partnership that literally travels the world with us.”
STAYING POWER
Hilton’s association with McLaren provide fans the opportunity to experience the sport in an intimate way.
Longevity in this alliance, George insists, comes down to purpose and authenticity. “For us, every collaboration has to make sense and stand the test of time. We’re not interested in flash-in-the-pan campaigns. With McLaren, the connection runs deep as it’s built on trust, shared ambition, and a genuine love of the journey.”
That genuine approach extends to the small moments that make big memories, such as Hilton’s surprise birthday celebration for driver Lando Norris in Las Vegas last year. “We flew in his best friend from London and we kept it a secret, which was a challenge,” George laughs, “but it was worth it because those are the experiences that make this union so special.”
Looking ahead, Hilton plans to continue redefining the guest experience through creative collaborations, from Stay Like McLaren to the theatre-themed Stay Like Wicked initiative in London. “Beyond Formula 1, we’re exploring how partnerships can enhance every aspect of the guest journey,” George says. “It’s about giving travellers experiences that resonate long after check-out. Ultimately, luxury today isn’t just about where you stay — it’s about how the stay makes you feel.”
(Images: Hilton, McLaren Racing)
