At Starwood, the same holds true for the B2B
customer. That’s why Starwood has invested so
much in creating a program that raises the bar
on B2B loyalty. SPG® Pro is the first customer
loyalty program of its kind to be implemented
on a global scale, and rewards customers both
personally and professionally.
Taking a page from what Starwood has
learned in guest loyalty, they’ve leveraged the
success and infrastructure of Starwood Preferred
Guest (SPG®). On any given day, over 50 percent
of Starwood occupancy globally is from SPG
members. So by coupling what SPG brings to
the table with their strong education platform,
SPG Pro offers one integrated program for
group, transient, leisure, and individual travel
that is easy for meeting and travel professionals
to understand and redeem.
With SPG Pro, all of a customer’s activity
combines in one seamless account, which means
earning Starpoints and eligible night credits
towards elite status is that much faster. For
example, the Starpoints and eligible night credits
that a customer earns for hosting their meeting
at Starwood combine with the Starpoints and
eligible night credits that customer earns when
taking their family on vacation with Starwood.
Complementary in design, the program also
rewards SPG members – guests – for booking
meetings and events regardless of their
professional meeting planner status. In essence,
Starwood is helping to bridge the rewards and
recognition gap between customer and guest at
both ends of the spectrum.
Embracing this more holistic view of
loyalty has helped Starwood drive meaningful
improvements going forward, uncovering
more ways to personalize the process and
the rewards. When they acknowledge that
customers are also guests, and conversely that
guests can be customers, Starwood gets better
at understanding and connecting with the
individual. In turn, they can help customers
maximize their opportunities with hotels on
behalf of their business and for themselves.
Of course, no matter how innovative the
program or handsome the rewards, achieving
long-term loyalty will always be a function of
trust, consistency, and execution. That’s why
Starwood is proud that their most loyal customers
name their Starwood sales person as their
competitive advantage. The sales teams have
developed deep relationships with customers, and
they’re passionate about driving personalization
in their accounts. With SPG Pro, those best-in-
class relationships are partnered with the benefits
of SPG to provide a truly personal and fully
integrated loyalty experience.
;To join SPG Pro visit spg.com/pro.
North Lake Tahoe Convention
& Visitors Bureau
IMEX AMERICA BOOTH NO. 1224
MEETING EXPERIENCES SOAR TO
spectacular new heights amidst the majestic
beauty of North Lake Tahoe. Home to North
America’s largest alpine lake and epic granite
TRUE MEETING MAGIC
Come see us at booth 1224 to learn more about
what North Lake Tahoe has to offer.
Let North Lake Tahoe guide you to the ultimate offsite
location for your next meeting, event or group outing.
STAY TRUE | Go TahoeNorth.com