Starwood Gets an Early Start at Easing Loyalty Program Tensions
Photo Credit: Apps for Starwood Preferred Guest members on an iPhone and an iPad. Starwood
Skift Take
Picking up on anxiety within its loyalty program member ranks, Starwood is getting proactive on communication.
With shareholder approval now on the books and the Marriott and Starwood merger succinctly moving forward, hotel executives have returned to the course of retaining their hand-wringing loyal customers.
To that end, Starwood's loyalty team wrote an email to their customers on Friday, shedding light on the joint program's future and attempting to soothe any anxiety.
While the email did little to forecast the ultimate construct of the joint loyalty program, it did give a few hints about the integration timeline. Chiefly, the groups plan to merge Starwood Preferred Guest (SPG) and Marriott Rewards in 2018, leav
