Starwood Launches SPG Pro

Starwood launched SPG Pro at a breakfast at its New York property, The Chatwal.
Starwood launched SPG Pro at a breakfast at its New York property, The Chatwal.

Starwood Preferred Guest, Starwood Hotels & Resorts’ loyalty program, has launched SPG Pro, offering meeting and travel professionals SPG Elite Status, upgrades and Starpoints for B2B business booked at Starwood properties around the world. And now, any SPG member who books a group stay, event or meeting—regardless of whether they are a travel professional or not—will earn Starpoints and status for the business they influence.

“By rewarding business such as corporate off sites, product launches or even personal events such as weddings or bar mitzvahs, we build greater stickiness with our loyal guests, who in turn become an extension of our sales team,” says Christie Hicks, senior vice president, Starwood Sales Organization.

These loyal customers account for a big percentage of Starwood’s meetings and events: 34 percent of SPG’s Elite Platinum guests, who may be senior executives or business consultants or small business owners, book meetings and events in hotels, according to Mark Vondrasek, senior vice president of distribution, loyalty and partnership marketing.

Starwood is the first company to leverage its leisure travelers and B2B business with a single program, according to Mark Theis, director of global corporate sales. “We’re setting a trend here and we take pride in being first.”

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Barbara Scofidio is editor of Prevue and heads up the Visionary Summits, our exclusive conference series targeting senior-level meeting and incentive planners. In 25 years of covering the industry, her articles have spanned topics ranging from social media to strategic meetings management. She is currently the media liaison for FICP's Education Committee and was the first member of the media ever to be invited to sit on a committee by GBTA, where she spent three years on the Groups and Meetings Committee. She has also been an active member of Site, chairing its Crystal Awards committee and acting as a judge. A familiar face at industry events, Barbara often leads panel discussions or speaks on topics close to her heart, such as green meetings or how the industry can help combat human trafficking. She is also on the board of ECPAT USA, the human trafficking organization. Barbara is based outside Boston, in Groton, Mass.


  1. Brilliant innovations, as usual, coming from Starwood and Christie Hicks on points accumulation for “others” in the industry. A marvelous way to engender deeper loyalty to the brand. Congratulations!