With a B2B clientele that now accounts for almost 70 % of Starwood's total sales, the hotel group is strengthening its loyalty component. The new SPG pro programme will therefore make its debut from October 2014, aimed at global corporate customers. "SPG Pro will help us (...) extend our reach beyond our existing accounts with the aim of attracting new companies, regional organisations and a new generation of business travellers," Christie Hicks warns. "The new travel patterns are focused on business, leisure and meetings travel like never before. So, with 1 % of market share in this sector, we are adding $80 million to our revenues," continues the Vice President of Starwood's Sales Organisation, citing "a compelling way for Starwood to reward our international customers, providing more personalised services and [that] truly understands all of our partners". Registration for the SPG Pro loyalty programme is already open, with the aim of upgrading and earning Starpoints for all B2B bookings made at any of Starwood's 1,200 properties. In addition, Starwood says that all SPG members who make a group booking for a business event or meeting will earn Starpoints and SPG Elite status for the company.
