Skift Take
Starwood is open to using technology at every level, and it does so without seeming gimmicky (at least most of the time).
Starwood isn't the world's biggest hospitality company by market cap -- that's Hilton -- but it is the leader when it comes to combining old-school marketing with modern tools like social media to expand it's reach.
It's also not shy about rethinking loyalty programs in ways that compete more with brands like American Express than it does with peers like Marriott and Hyatt.
Phil McAveety, EVP and Chief Brand Officer of Starwood Hotels & Resorts Worldwide, will be speaking at the Skift Global Forum about the future of marketing in travel, and Skift recent caught up with him to talk about the brand's complex marketing mix. He oversees the company’s loyalty program, Starwood Preferred Guest, and is responsible for all aspects of marketing for Starwood and its brands, including Westin, Sheraton, W, Le Meridien, The Luxury Collection, Four Points by Sheraton, and others.
The Skift Global Forum is sold out.
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Skift: How do you successfully market a brand on its values or attributes when consumers -- including pinched business travelers in addition to budget-conscious leisure ones -- are increasingly making choices based upon price?
Phil McAveety: In today's business landscape, it is more important than ever to create emotional connections with consumers. If travelers develop bonds to our brands through our advertising, programming, on-property experiences, and service delivery, then price bec
