Starwood folds travel professionals into targeted rewards program with $30 million of marketing
With a $30 million marketing splash, Starwood is moving away from offering a separate incentive program for meeting and travel professionals, and offering one comprehensive loyalty account.
Previously known as StarwoodPro, the new professional loyalty program is now called SPG Pro. Rather than offering only StarwoodPro discounted rates, the new program allows professionals booking rooms to enjoy a direct benefit for their Starwood spend.
Each booking that comes through the new program will both reward the booker with Starpoints and qualify towards elite status for the booker. This is a much more lucrative play for the loyalty of the meeting planner cohort, as the planners receive a direct personal benefit for the business.
Following the annoucement of a $30 million marketing campaign – the brand’s biggest B2B marketing investment to date - Mark Vondrasek, Starwood’s Senior Vice President of Distribution, Loyalty and Partnership Marketing, points to the 34% of Platinum guests that book events and meetings in hotels.