Barb DeLollis over at USA Today’s Hotel Check-in is reporting that Starwood Hotels has launched a super-secret new loyalty program, separate from the SPG program.
Apparently, Starwood is trying to identify new levels of important guests aside from their frequency of hotel stays. Here’s what Mark Vondrasek, Starwood’s senior vice president of interactive and loyalty marketing, told Barb today:
Starwood invited “several thousand” travelers to test the program. “We looked at factors beyond just frequency, which is the key measure in traditional hotel loyalty programs,” he said. “For instance, we evaluated factors including guest’s profitability, their lifetime growth potential and their ability to influence travel by others. We even targeted some travelers who were loyal not to Starwood, but to our competitors. ” (Emphasis mine.)
There’s no real scoop on what incentives the program gives its members but it looks as if they will…
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