• by Tanya Gazdik , March 12, 2014

Loews Hotels is partnering with Italian automaker Fiat to offer chauffeured services to hotel guests at select locations.

Five Loews Hotels locations across North America will initially offer the service, which features 2014 Fiat 500L vehicles. The New York-based hotel hopes to be able to expand to other locations in the coming months, said a spokesperson Wednesday.

The service rolls out this week at Loews Madison Hotel in Washington, D.C., Loews Regency Hotel in New York City, Loews Hollywood Hotel, Loews Santa Monica Beach Hotel and Loews Miami Beach Hotel.

Loews Miami Beach, Loews Hollywood and Loews Santa Monica Beach will go even further, offering two complimentary Fiat loaner vehicles — the Fiat 500L, and either the Fiat Cabrio or the all-electric Fiat 500e(depending on location) — for guests to drive themselves for the day during their stay (up to three hours a day).

Loews has never done anything like this before, says Elizabeth Harlow, senior vice president of marketing for Loews Hotels & Resorts.

“First and foremost, we wanted to provide a differentiated experience for our guests,” she tells Marketing Daily, adding that, as automakers go, Fiat is a good choice to partner with.

“We look to align ourselves with brands who work within our core values of exciting, approachable and local,” she says. “Fiat is both exciting and approachable.”

Loews Hotels & Resorts owns and/or operates 18 hotels and resorts in the U.S. and Canada.