Hotels go on charm offensive with help from celebrities

New York

WITH competitors such as Airbnb nipping at their heels, hotels are rolling out experiences to their most faithful customers that go far beyond extra nights and room upgrades.

Want to improve your cooking skills? How about a class with a Michelin-starred chef? Or snorkelling in Hawaii with Jean-Michel Cousteau? Or basketball tips from NBA standout Dwyane Wade?

Marriott, with 30 hotel brands, including Starwood and Ritz-Carlton, and other hotel companies are marshalling their clout to attract sports stars, including professional surfers, and even a National Geographic photographer to create one-of-a-kind enticements.

Dan and Ginger Roberts, of El Dorado Hills, California, were drawn to Marriott's offer of a two-day clinic at the Old Greenwood Golf Course in La…