STAMFORD, Conn. — Starwood Hotels & Resorts Worldwide is upping the ante on its Starwood Preferred Guest loyalty program, unveiling a new comprehensive program for meeting planners and travel professionals called SPG Pro.
According to the company, its SPG loyalty program drives 50 per cent of its occupancy, while business-to-business bookings account for 70 per cent of its room revenue. Debuting next month, the SPG Pro loyalty program will award elite status, upgrades and Starpoints for group stays, events or corporate business meetings booked at Starwood hotels. Regular SPG members can also earn Starpoints based on the business they influence by booking group stays and other meetings.
“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,” said Frits van Paasschen, president and CEO of Starwood Hotels & Resorts.