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Starwood Hotels Expands Preferred Guest Program

September 3, 2014

Starwood Hotels and Resorts announced today that it is launching SPG Pro, an expansion of the Starwood Preferred Guest (SPG) loyalty program that caters to business, meeting and travel professionals.

According to Starwood CEO Frits van Paaschen, SPG drives more than 50% of the company’s occupancy and continues to shift consumer business to Starwood. They are looking to capitalize on this success in the B2B market as well:

"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."

B2B accounts for nearly 70% of Starwood's overall room revenue and is comprised of corporate travel, meetings, events and leisure and wholesale travel. The top 1% of accounts drives 40% of Starwood's B2B revenue, according to Christie Hicks, senior vice president in the Starwood Sales organization:

"SPG Pro will also help us extend our reach beyond our managed accounts to attract new businesses, regional organizations and the next generation of travel professionals. New global travel patterns are driving more corporate, leisure and meetings business than ever before and with each 1% share shift in this business, we add $80MM in revenue," Hicks said in a press release.

To promote the scheduled October launch of the SPG Pro program, Starwood has commenced its first LinkedIn ad buy to attract professionals on the business-centered social media site. Additional advertising efforts will appear on Facebook and YouTube- including posting videos which leverage the nine hotel brands under the Starwood banner, and the hashtag @spgpro has been created for use on Twitter and Instagram.

Source: Starwood Hotels & Resorts

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