Loyalty - The mega US hotel group Starwood wants more of it from industry and business partners and to get it Starwood is embarking on the largest and most expensive B2B marketing program in company history, pumping USD30m into a campaign promoting its new loyalty scheme SPG Pro.

Starwood says SPG Pro targets "meetings and travel professionals to gain a greater share of of global B2B business".

B2B â€" defined as sales through corporate travel, meetings and events, OTAs, retail and wholesale travel agents â€" already accounts for 70% of room revenue.

But Starwood wants an even larger slice of the pie.

Full story