We Want to Give Buyers Richest Benefits in Industry: Irene Lin

BW HOTELIER got to speak with Irene Lin, Vice President, Distribution, Loyalty and Partnerships, Starwood Hotels & Resorts Worldwide about what the group’s strategy was for the Indian subcontinent and of course what the future of the Starwood loyalty program was with the impending Marriott-Starwood merger. Here are some excerpt from the email interview.

BW Hotelier: What is your push for B2B sales like in the Indian subcontinent?

Irine Lin: The B2B landscape in India is changing.  It’s becoming more fragmented and competitive, and meetings have become more global. B2B accounts for almost 70 percent of Starwood’s overall room revenue and in an attempt to create true and lasting relationships with these important B2B customers, we introduced SPG Pro in 2014. We want to give our buyers the richest elite benefits in the industry by rewarding all of their spend – B2B and leisure. Hence, the combination of this along with the Starwood Expo helps us create a rewarding experience to not just our largest global customers but also to all our associates and industry partners as well.

BWH: What is the biggest challenge which Starwood faces when it comes to Indian customers?

IL: The ever evolving nature of the Indian consumer is both a challenge, and an opportunity. It is important to stay updated on consumer needs and stay relevant. A major part of staying relevant includes the importance of technology in all fields and functions. The hospitality industry has undergone fundamental changes over the past decades in terms of design and technology while engaging with guests and customers. And by keeping innovation technology at its core, Starwood drives business to our hotels and uses it to refine all aspects of the guest experience.

BWH: Compared to other loyalty programs which exist in India, where does your stand?

IL: SPG is the industry’s most aspirational loyalty program connecting all eleven brands for our guests to create the seamless Starwood experience.  We work hard to be relevant in India, to set new benchmarks, to continue to grow our business and engage with our loyal customers through enhanced personalized experiences.

BWH: What does the Indian customer get out of your plan? This also includes your B2B customer, since India is still sluggish when it comes to loyalty programs?

IL: India is an important market for us and we always endeavour to give benefits and offers tailored to appeal and engage with the Indian mega traveller. SPG and SPG Pro together create the perfect opportunity to experience our more than 1,300 hotels and resorts across eleven distinctive brands around the globe. Keeping this in mind, we recently partnered with Club ITC, a distinctive loyalty rewards program by ITC Limited to create one of the richest reward collaborations for India.

BWH: What kind of growth numbers do you want for Starwood in the Indian Subcontinent and what are you doing to achieve the numbers you plan?

IL: Starwood is aggressively expanding its footprint in South Asia, anchored by the Indian market. Currently Starwood operates 47 hotels in India with nearly as many in the pipeline. Last year, Starwood added nine hotels in its South Asia portfolio. Building on its growth momentum in India, Starwood has achieved record number of new hotel deal signings in India with brands such as Westin, Sheraton, Four Points by Sheraton and ITC hotels under The Luxury Collection brand in India in the first half of 2016 itself. This year the company endeavours to expand its regional footprint to nearly 50 properties in the country with The Westin Pushkar Resort & Spa and debut of the W brand in India with W Goa.

BWH: Can you speak about the upcoming integration of Starwood's loyalty program with Marriott?

IL: Once the merger of Starwood Hotels & Resorts and Marriott International is complete, it will create the world’s largest hotel company. For our Starwood Preferred Guest (SPG) members, this will mean even more choices in even more places, with access to 5,500 hotels in more than 100 countries. The two programs will continue to operate separately until 2018. We will share more details on the plans in due course.