Skift Take
Starwood will wisely continue to pour money into Starwood Preferred Guests and its most loyal members because they are driving profits. Too bad online travel agencies don't actually operate hotels -- they'd then have better luck at discovering the loyalty gene.
Ever wonder why Starwood places such importance on its Starwood Preferred Guest program?
The company says that the top 2% of its guests at its various brands, including St. Regis, The Luxury Collection, Sheraton, W, Westin and about a half-dozen others, account for 30% of profits.
They pay higher rates, on average, than standard members of the loyalty program and non-members.
It's no surprise then that the hotel chain launched a three-year pilot Ambassador program in February for its most loyal guests.
Stay a mere 100 nights at St
