Loyalty program taps business clients and travel elite

Most hotel groups are trying various awards programs to enhance customer loyalty, yet Starwood has taken it a step further by targeting meeting and travel professionals for a greater share of the global B2B business.

Its latest move is the new Starwood Preferred Guest Pro, or SPG Pro, a loyalty program that offers meeting and travel professionals elite status, upgrades and Starpoints for B2B business booked at any of its nearly 1,200 properties around the world.

As well, any SPG member who books a group stay, event or corporate business meeting, regardless of if they are a travel professional or not, will earn Starpoints and status for the business they influence.