This article in the New York Times discusses lengths many traditional hotel chains are going to in order to counter the threat of Airbnb and other industry disruptors, rolling out experiences to their most faithful customers, including cookery classes with a Michelin-starred chefs, snorkelling in Hawaii with Jean-Michel Cousteau and basketball tips from N.B.A. professionals.

Marriott’s 30 hotel brands including Starwood and Ritz-Carlton, Hyatt and other hotel companies are referenced with some of their key ideas to attract more loyalty by offering amazing experiences. They include self-improvement activities for customers, such as bettering their sports or cooking skills, shared on social channels; private tours of “Downton Abbey” locations; camel safaris; excursions to Tokyo; Lamborghini experiences; or tutored sculpting classes.

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