Starwood reinvents SPG with Triple Treat discount programme

Posted: July 25, 2013 in travel & tourism

starwood logoThe Starwood Preferred Guest (SPG), the long-running loyalty plan from Starwood Hotels & Resorts Worldwide, Tuesday, announced a new and discounted benefits programme for members tagged the; Triple Treat offer.

According to Mr. Alexander Gassauer, the Area Manager for Starwood Hotels & Resorts for West Africa, the special offer which will run for three months this year starting from July 1 through to September will see preferred guest members enjoy three exclusive benefits whenever they drink or dine at one of the 650 participating restaurants and bars of the hotel chain around the globe.

In Nigeria, Gassauer said the offer will cover the Crock Pot at Sheraton Lagos Hotel which offers a wide selection of international and traditional cuisine, The Vista Restaurant at Le Meridien Ibom Hotel & Golf Resorts in Akwa Ibom serving Le Meridien Signature Breakfast, lunch and dinner in addition to Special “Mediterranean and African’’ theme nights on selected days of the week.

Also included in the offer are The Ororo Restaurant at Le Meridien Ogeyi, in Port Harcourt offering Nigerian cuisine, The Brazzerie Restaurant at the Four Points by Sheraton, Lekki, Lagos, which offers French ala carte and delicious Nigerian food, and at the Sheraton Abuja Hotel-Luigis restaurant delivers a variety of Italian dishes, as well as the Obudu Grill, a Steak house with a unique dining experience, the Papillon which serves international and traditional Nigerian dishes and the Pool Terrace Restaurant (Iftar Venue) for traditional Ramadan cuisine.

alexander gassauer“All our restaurants feature an innovative interpretation of International and traditional dishes. Each participating venue will offer three Food and Beverage (F&B) benefits, including a 10-30 per cent discount, during this three-month promotion. Perks that members may enjoy include a free meal for kids under six and 50 per cent savings for kids under 12, bonus Starpoints when dining in a group, a 15 per cent discount on a relaxing spa treatment, as well as a complimentary glass of wine or a cheese platter,” said Gassauer, who also doubles as General Manager for Sheraton Lagos Hotel.

Explaining further, Steven Taylor, Vice President, Marketing, Starwood Hotels & Resorts, Europe, Africa & Middle East in a statement said: “In our region in the last year, expenditure by SPG members dining in Starwood’s restaurants and bars when ‘out of stay’ has doubled. As a result we have launched Triple Benefits, SPG’s first global food and beverage marketing campaign, designed to give our guests even more reasons to enjoy Starwood’s F&B options when they are on the road or at home in their local destination. We believe these benefits will make SPG even more relevant to our members and encourage them to discover the unique and compelling experiences available in our restaurants and bars worldwide.”

An innovative, award-winning frequent traveller programme that unites each of Starwood’s 9 distinctive hotel brands around the world, the  SPG launched in 1999 with its breakthrough policy of no blackout dates, further offers enhancements such as Cash + Points, SPG Moments, and most recently Your24 and SPG Lifetime.

In addition to Free Night Awards at over 1,100 hotels and resorts and Award Flights on over 350 major airlines without blackout dates, the Starpoints that members earn through SPG can be redeemed for access like to no other to experiences in music, sports and the arts through SPG Moments.

On the rationale for the Triple Treat offer, Gassauer explained that the move was informed by the need to draw Nigerians to the online platform of the hotel chain more as well as boost the general online travel and tourism market, which he added has contributed to a 17 per cent growth in guest patronage for his hotel, a

Nigeria is still new to both loyalty programmes and online business transactions culture, so with this programme we intend to encourage both. We are trying to improve the SPG programme in Nigeria where we have less than 30, 000 members compared to the millions we already the world. So basically we want to drive online patronage especially to our websites by encouraging online bookings and reservations culture.

So far 17 per cent of all our bookings came from online platforms of Starwood, Sheraton or even the SPG.

Our intention is to get Nigerians to inculcate the habit of booking reservations at restaurants and hotel stays and flights through the online platforms. Booking tables at restaurants online instead of personal consultation. This is the way forward. America needed 100 years to get to where they are now in terms of online media, but Nigeria is taking just three years to equal that speed. The era of sending your driver with

N50, 000 to come and book a table at the restaurant is over. The cashless regime is taking over in Nigeria. We are looking to drive awareness of SPG Restaurant & Bars online and locally, drive incremental foot traffic to our venues & bars, drive local member engagement, drive enrolments through F&B, drive traffic to Restaurant & Bar website, and then establish SPG as a market leader in F&B loyalty.

We are planning on changing the whole idea of loyalty programmes with the new SPG triple Treat where your points entitle you not just night stays at our hotels but also flight bookings, restaurant and bar, shopping, and many more which you can access with your members ship cards via points gained.

Also remarking, head of public Relations for Starwood hotels and Resorts West Africa, Mrs Nanji Tyem, said the listed 650 restaurants and bars participating in the programme including those in Nigeria have been pre-determined based of their quality and standard, which number, she added is not therefore expandable.


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