Starwood launches loyalty scheme for agents

Home to Westin and Sheraton to launch SPG Pro next month

Starwood Hotels and Resorts, one of the world’s biggest hotel companies and home to brands like Westin, Sheraton, Four Points by Sheraton, The Luxury Collection, W Hotels, St. Regis, Le Méridien, Aloft and Element, says it will extend its loyalty program to people in the travel trade, allowing agents to earn points on clients’ bookings. The company will launch SPG Pro next month.

Under the new $30 million scheme, travel agents and meeting planners will be able to earn Starpoints for bookings they make at any of Starwood’s 1,200 properties around the world. SPG Pro is an extension of the existing Starwood’s Preferred Guest loyalty program for guests. As well as earning points, agents can qualify for “elite” status and upgrades for their own travel.

“With SPG Pro, we’re focusing our powerful loyalty lens on B2B to cultivate ever stronger and more personal relationships with our global customers who deliver guests to our hotels,” said Starwood chief executive Frits van Paasschen.

Sales through the trade, including meetings and events organisers, currently account for around 70% of Starwood’s total room revenue. Agents booking clients in any of the brands will earn one Starpoint for every $3 of eligible spending.

TTG Digital

[photo courtesy Starwood Hotels and Resorts Worldwide]

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