Starwood Hotels & Resorts has launched a new loyal program that is targeted at professionals who organize meetings and travels for others. The budget of SPG Pro is US$30 million, and the program will be a part of the regular Starwood Preferred Guest loyalty program.
Currently, the program runs in test mode and will officially debut in October 2014. With this program travel professionals will get upgrades, elite status and starpoints for business related bookings in all Starwood hotels around the world. Any member of the SPG program will gain starpoints for booking group stays, event space or corporate business meetings.
The hotelier decided to launch the new program after detailed analysis of their bookings. Currently, the share of business bookings is more than 50%, so, naturally, Starwood wanted to offer more for this category of guests. Starwood also tries to target the potential of B2B segment. According to the company, 34% of SPG members with Platinum status book meetings and events in Starwood hotels.
With the SPG Pro program, the hotelier decided to take a “lifestyle approach” and make a series of behind the scenes photographs of meeting and travel professionals while they’re occupied with work. The campaign will underline the role they play in their companies and the services they provide for their clients.