22-04-2025
- Business
- Business Journals
Inspirato partners with Sixt to boost luxury travel offerings
A Denver-based hospitality company has partnered with a German chauffeuring and rental car service as it attempts to increase its membership offerings and make itself more of a luxury brand.
On Thursday, Inspirato, a members-only luxury travel vacation club that rents a network of residential properties to its subscribers, struck a partnership with Fort Lauderdale, Florida-based Sixt USA, a subsidiary of Sixt SE, based outside Munich. Sixt offers luxury rental cars and chauffeuring services in over 100 countries.
Through the partnership, Inspirato members will now become Sixt platinum members — the company's second-highest status, which qualifies customers for member discounts, free upgrades, shorter wait times and priority access to some bookings.
Inspirato, which went public in 2022, has recently downsized with layoffs and changed leadership. It is rebranding itself as more luxurious while also trying to cut costs, CEO Payam Zamani said in a February conference call.
The partnership with Sixt is a way to 'deliver a new standard of luxury' to its customers, the company said.
'Inspirato is committed to elevating every part of our members' journeys,' Zamani said in a press release. 'By partnering with SIXT, we're extending that commitment to the road — offering our members a seamless blend of luxury, convenience, and best-in-class service from the moment their trip begins.'
Next year, Sixt and Inspirato also plan to debut a co-branded chauffeuring service at the 2026 Masters Tournament, a major golf competition in Augusta, Georgia. The Masters partnership will add luxury, branded transportation to and from the event for members and employees, the company said.
Inspirato will also offer U.S.-based Sixt platinum members 'a curated introduction to Inspirato's luxury vacation portfolio,' it said. Additional opportunities under consideration include increased brand presence at select Sixt airport locations and the future potential for premium vehicle delivery, the companies said.
'Providing high-touch, premium service has always been at the heart of what we do — and now, we are joining forces to elevate the entire travel experience,' said Tom Kennedy, president of Sixt North America, in the press release.
Sixt, which has locations next to Denver Union Station, in Cherry Creek and at the Denver International Airport, was also recently added as a passholder benefit for skiers and snowboarders who purchase Alterra Mountain Co.'s Ikon Pass.
