Starwood Hotels & Resorts Worldwide has unveiled details of its latest corporate initiative; SPG Pro, a loyalty program focused on both meeting planners and travel professionals.
Set to launch next month, SPG Pro will offer meeting planners elite status in the program, with upgrades, and Starpoints for business and leisure stays including meetings, events, corporate travel.
SPG Pro members can accrue rewards for leisure and B2B-related bookings at all Starwood properties.
Meeting planners who book personal travel will also earn Starpoints in the SPG Pro program, rather than the company’s existing Starwood Preferred Guest (SPG) scheme.
"This is a great opportunity for us to connect the dots and be more personalized with all of our customers," said senior vice president of Starwood sales Christie Hicks.
"A third of our SPG members are influencing bigger business deals and we haven’t tapped that yet, and on the B2B side, we’re picking up the individual treatment."
Starwood says its existing SPG program drives over 50% of its total occupancy worldwide.
