Starwood has employed incentives based marketing to reach its customers.
Starwood Preferred Guest (SPG) is the company's popular frequent guest incentive marketing program.
As per the scheme, SPG members earn points based on spending at Starwood hotels and as incentives to firsttime buyers of vacation ownership interests and residences.
The customer can then redeem the points at any of the company's owned, leased, managed and franchised properties as well as through
other redemption opportunities with third parties, such as conversion to airline miles
.
The enhancements to the program in recent years, coupled with industry-first programs such as Crossover
Rewards, have helped the company attract the next wave of global, elite travelers