• by Karl Greenberg , August 19, 2008

United Airlines and Starwood's Westin Hotels have inked a cross-promotional deal to create an in-flight spa that puts Westin Heavenly Bed products in the airline's first and business class seats. Last month, the companies also unveiled Westin Renewal Lounges inside Red Carpet Clubs in New York (JFK), Los Angeles and San Francisco.

Passengers between New York and California get "Heavenly" blankets and pillows, as in the hotel chain's Heavenly Beds. Included are White Tea scented towelettes and mints, and custom video and music on United's on-board media players. The video content, via production company Blue Marvel, shows nature scenes from around the world set to music. The music selections from the brand's playlists include songs featured in Westin lobbies worldwide.

United will also serve a different specialty cocktail each season, derived from Westin's "SuperFoods" health program. The deal also puts Westin-branded seat-back retail catalogs on flights, featuring "Heavenly Bed" home products.

Westin Renewal Lounges at United's Red Carpet Clubs feature photo-therapy areas, furniture, fabrics and nature-inspired color palettes developed by Westin design teams. The Westin-United partnership offers Westin guests 1,000 bonus Mileage Plus miles when they book at select Westin properties.

A Westin spokesperson said the hotel chain will not do advertising for the program, but is promoting the relationship at a microsite, www.Westin.com/United. She said there will be a guerilla campaign to promote the alliance in New York City on September 1.