Starwood reportedly launched a top-secret loyalty program late last year that reaches out not only to some of the chain's best customers but to rivals' best customers as well. According to a Starwood official, the pilot program, run separately from the Starwood Preferred Guest main loyalty program, has a goal of creating individually tailored experiences, and participants are provided with a single point of contact with a Starwood ambassador. The pilot program has been so successful that it is being expanded.

Related Summaries