Starwood Preferred Guest (SPG), loyalty programme from Starwood Hotels & Resorts Worldwide, is breaking new ground in customer loyalty and personalisation with the debut of SPG Pro, an all-new, comprehensive loyalty programme for meeting and travel professionals.
Set to debut in October 2014, this new programme will offer meeting and travel professionals SPG elite status, upgrades and Starpoints for B2B business booked at any of Starwood’s nearly 1,200 properties around the world. Plus going forward, any SPG member who books a group stay, event or corporate business meeting, regardless of if they are a travel professional or not, will earn Starpoints and status for the business they influence.
Starwood President and CEO Frits van Paasschen said that SPG Pro was designed to leverage the strength of SPG, which today drives more than 50 percent of the company’s occupancy and continues to shift consumer business to Starwood hotels. “The work that we’ve done to make SPG the richest elite program in the industry has proven that we can create true and lasting loyalty with our most profitable guests and shift share of wallet to our hotels,” said van Paasschen. “With SPG Pro, we’re focusing our powerful loyalty lens on B2B to cultivate ever stronger and more personal relationships with our global customers who deliver guests to our hotels.”
Today, B2B accounts for nearly 70 percent of Starwood’s overall room revenue and is comprised of corporate travel, meetings and events and leisure and wholesale travel.
The Peninsula
