Starwood's Loyalty Program Is Experimenting on Snapchat
Skift Take
We've said before that not enough travel brands are taking full advantage of this increasingly popular social media channel. So, kudos to Starwood's SPG loyalty program for delving into it even further than it already has, even if SPG will most likely be rolled into Marriott Rewards in just a few years' time.
Travel marketers aren't limiting themselves to millennials or Instagram.
Instead, some are already marketing to Generation Z and making big moves on social media platforms like Snapchat, which has several billion daily video views and 100 million active users — 45% of which are between the ages of 18 to 24, according to comScore.
That's why Starwood Preferred Guest (SPG), the loyalty program for Starwood Hotels & Resorts, is experimenting even more with Snapchat, debuting SPG-branded Snapchat Geofilters across all of its brands, at 650 Starwood properties located in the U.S., U.K., and Canada. Now, when Snapchat users visit one of those properties, they can add an SPG filter to their photos and videos and share them on the platform.
The filters, of which there will initially be about six or seven, vary depending on the hotel's location and property type, whether it's a beach resort or a meetings hotel, for example. More will be added throughout the duration of the campaign, which will run for the next two months.
Christine Espinoza, associate director of global socia
