Starwood to redesign SPG.com

Sales and Marketing in Travel USA 2007: By EFT Correspondent in Miami

Starwood Hotels and Resorts Worldwide is working on plans to redesign SPG.com, an exclusive offering for Starwood Preferred Guests, to inspire travel to company’s distinctive properties via easy and interactive access to the site.

Sharing more info on the plan with EyeforTravel.com’s Ritesh Gupta, Philip Charles-Pierre, Director, Interactive Marketing Starwood Preferred Guest, Starwood Hotels and Resorts Worldwide said, “Ultimately, we are building a site and applications that provide SPG members even more access to the many tools and products we have specifically tailored for them. We are also building many other applications that will allow the users to engage with Starwood in different ways based on their needs and comfort level.”

Philip, one of the speakers for the Sales and Marketing in Travel USA 2007 to be held in Miami on May 9-10, said, “We are and have built many tools that empower the user by allowing them to receive and get relevant content and information. We are also creating many application to be released later this year which will provide users greater access to tools and resources unique to them, their travel history and needs.”

Travel suppliers and distributors are sometimes fearful of embracing new technologies and this fear hinders growth. But Sheraton introduced its social networking website last year. To what extent, this has been a path-breaking and a successful move?

Philip said, “The success has been great – we measure the success based on several criteria; conversions, story uploads, guest comments and PR – and all have been very positive for us. We are also proud that Sheraton.com was the first hotel industry website to embrace social media and feature user generated content.”

Sheraton.com has options such as click to call and live chat.

“Sheraton introduced these options in order to enable the user to communicate in the method they feel the most comfortable – for Sheraton it is about giving the user choice and options. The feedback has been great as Sheraton has been able to learn more about the guests’ needs and serve them with both options – which has helped them improve their overall communication strategy,” said Philip.

On how web 2.0 has been effective in tapping prospective audience in a precise manner, he said, “We have utilised channels such as Flyertalk and Communispace to test ideas and gather feedback that has helped us refine our pogram and offerings. For Starwood, online social networking is not so new. For eight years, one of our senior customer service associates has been a regular poster on FlyerTalk (aka The Starwood Lurker), one of the most active travel message boards. We also work to provide customers the tools they need and want to best serve them and drive revenues. It is not about simply participating in web 2.0 it is about utilising learnings from the conversations and feedback to best promote our brands and properties.”