Strategic partnerships: driving innovation and growth
In a changing economic environment, strategic partnerships are crucial for companies seeking to expand their business. These collaborations enable them to pool resources, accelerate innovation and exploit market opportunities with limited risk. Unlike mergers or acquisitions, they preserve the autonomy of both parties while maximizing synergies.
1. Why opt for a strategic partnership?
An alternative to external growth
When external growth, via acquisitions or mergers, is not an option due to financial constraints, legal risks or a saturated market, strategic partnerships become the alternative of choice. These alliances provide access to complementary resources and skills, share investments, and enjoy the benefits of collaboration without the responsibilities and complexities of full integration.
- Example: Booking.com and Klook
To expand its range of local activities, Booking.com chose to partner with Klook, a leader in tourist activities. This collaboration enabled Booking.com to diversify its portfolio without having to develop a specific âactivityâ infrastructure in-house. - Example: Sabre and Google
Sabre, a specialist in travel technology solutions, entered into a partnership with Google to integrate artificial intelligence into its airline capacity management tools. This enabled them to modernize their systems while limiting development costs on a new perimeter.
Complementarity to overcome internal limitations
Strategic partnerships are also invaluable for filling specific gaps without the massive investment that would be required for a start-up or acquisition. For example:
- Example: EasyJet and Dohop
To develop its âWorldwide by EasyJetâ service, EasyJet collaborated with Dohop, a flight connection platform. Thanks to this partnership, EasyJet was able to offer connections to long-haul flights without having to create a complex interline infrastructure. - Example: Amadeus and Stripe
Amadeus teamed up with Stripe to integrate innovative payment solutions into its systems. This has enabled travel agencies to enhance the customer experience without each player having to invest individually in payment technologies.
Pooling and access to innovation
For companies seeking to innovate, partnerships provide rapid access to cutting-edge technologies and proven methodologies, without the need for costly research or integration phases.
- Example : Amadeus and Microsoft
Rather than investing heavily in cloud infrastructures, Amadeus has teamed up with Microsoft to deploy SaaS solutions for airlines. This partnership enabled them to benefit immediately from Microsoft Azure’s cutting-edge technology, while concentrating on their core business.
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2. The importance of structured processes
Identifying and framing objectives
A successful partnership depends on clearly defined objectives. As part of their collaboration, Expedia Group and Marriott International defined the integration axes to offer an optimized hotel room distribution platform. This partnership has enabled Expedia to benefit from an enriched inventory, while allowing Marriott to better target its customers and optimize its revenues thanks to increased visibility across distribution channels.
Process alignment
The collaboration between Air France-KLM and Accor Hotels for the Flying Blue loyalty program demonstrates how a partnership can improve upstream and downstream processes. By sharing data on customer behavior and integrating their rewards systems, the two companies have strengthened customer loyalty while optimizing digital and operational infrastructures.
Cultural alignment: the glue that holds alliances together
Cultural differences between companies are among the most frequent causes of failure in strategic partnerships. Misalignment can lead to misunderstandings, loss of team motivation and, ultimately, failure to achieve objectives.
- Example: Uber and Lime
In their partnership for shared mobility solutions, Uber and Lime set up joint committees to ensure effective coordination between teams.
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Focus on people: the key to success in strategic partnerships
Strategic partnerships in the tourism sector are not limited to financial or technological aspects. Their success also hinges on human factors, which are essential to ensure lasting, effective collaboration. Challenges relating to corporate culture, team integration and shared leadership need to be anticipated from the outset to ensure smooth execution.
- Example: Booking.com and Klook
In their partnership around tourism activities, Booking.com and Klook set up cross-cultural workshops and cross-training programs to align sales and technical teams. A common organization was set up, where teams integrated collaborative routines and defined a division of responsibilities as if they were a single entity. This approach streamlined processes, strengthened collaboration and stimulated shared innovation.
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3. Gradual integration to avoid friction
The integration of a strategic partnership requires a progressive and structured approach to ensure its success.
At IMPACT CONSULTANTS, we support companies at every stage of this process, whether they are exploring avenues for growth, structuring alliances or considering a strategic merger. Our aim is to provide a sustainable and agile alternative to complex acquisitions, maximizing the benefits of strategic partnerships.
4 Gradual integration to avoid friction :
Step 1: Diagnosis and identification of strategic opportunities
Before embarking on a collaboration, we carry out an in-depth diagnosis to identify additional development avenues tailored to our customers’ ambitions.
- Analysis of internal strengths and weaknesses to determine real needs
- Assessment of market and sector trends to define strategic priorities
- Proposal of an adapted strategy to rapidly access growth levers
Step 2: Mapping and finding strategic partners
Finding the right partner is essential to the success of a collaboration. We help companies map potential players according to their objectives.
- Targeted search: Identification of players matching the company’s commercial and strategic ambitions
- Aligning visions: Validation of potential organizational, financial and cultural synergies
- Initial negotiations: Structuring a mutually beneficial and balanced partnership framework
Step 3: Commercial partnership as the first step in an M&A merger
Rather than initiating an acquisition directly, we can encourage a structured commercial partnership as a preparatory phase.
- Small-scale testing: Set up collaboration on a specific market or product to assess synergies
- Ongoing evaluation: monitoring results and making the necessary adjustments to optimize processes and maximize mutual benefits
- Exploration of M&A opportunities: If the partnership proves successful, further consideration may be given to a strategic rapprochement
Stage 4: Operational and commercial support
We go beyond simply structuring the partnership by acting as a true growth partner:
- Setting up back-up sales forces to accelerate partnership development
- Training and support for internal teams to ensure smooth, lasting integration
- Structuring shared governance processes for effective collaboration
Beyond processes and figures, it’s human interaction that shapes the success of a strategic partnership. Aligning cultures, empowering teams and investing in progressive integration are all essential levers for maximizing the benefits of these collaborations.
At IMPACT CONSULTANTS, we make a point of integrating these human dimensions into our support for strategic partnerships and mergers. Our experts can help you structure and manage these alliances, taking into account all cultural, organizational and managerial aspects.
An article co-written by Alexandre Veau and Flavie Picart.