Starwood Turns Lifestyle Lens on B2B Marketing

SPG Pro, Starwood
SPG Pro is an all-new, comprehensive loyalty program for meeting and travel professionals.

Starwood Preferred Guest® (SPG®), the award-winning loyalty program from Starwood Hotels & Resorts Worldwide, Inc., is breaking new ground in customer loyalty and personalization with the debut of SPG Pro – an all-new, comprehensive loyalty program for meeting and travel professionals.  Debuting in October, this new program offers 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 contract, event or corporate business meeting will earn Starpoints and status for the business they influence, regardless of whether they are a travel professional or not.

SPG Pro was designed to leverage the strength of SPG. It allows Starwood to reward global customers, provide more personalized service on property, and really understand and then recognize the totality of business influenced by loyalists.

The $30 million launch of SPG Pro is Starwood’s largest and most expensive B2B marketing program in its history. In a departure from traditional hotel B2B marketing – which has been previously defined by photography of empty ballrooms, banquet tables and a handshake between a “sales executive” and “client,” – the SPG Pro campaign takes a lifestyle approach. It puts real-life travel partners center stage and celebrates the dynamic role they play on behalf of their companies, organizations and clients.

“Our relationship with our clients is about so much more than booking rooms or meeting space,” said Christie Hicks, Senior Vice President, Starwood Sales Organization.  “They create unique experiences on behalf of their travelers and our hotels work with them to bring those to life.  SPG Pro looks to showcase our partners as people and shine a light on the creativity and passion they bring to their work.”

Richer Rewards for Booking Business with Starwood

Meeting and travel professionals can immediately register for SPG Pro at Registered professionals, as well as SPG Members who influence meetings and events, can earn on group contracts, granting them access to everything SPG has to offer and allowing them to reach elite status even faster through combined B2B and personal bookings.

Additionally, Starwood’s “Planning Has Its Perks” offer is available for bookings now through April 2015, for consumption through July 2015. This offer includes bonus Starpoints, plus a 2% discount on master-billed rooms and a value add of the planner’s choice.