Starwood Hotels kicks off pitch for global CRM business

Starwood Hotels & Resorts Worldwide, one of the world's biggest hotel companies, is on the hunt for a direct marketing network to handle its global CRM business.

Sheraton…part of Starwood Hotels
Sheraton…part of Starwood Hotels

The company, which owns hotel chains including the Sheraton, Le Méridien, St Regis and Westin Hotels & Resorts, has approached agencies directly with an initial request for information.

Starwood is looking for an agency to handle its "Starchoice" loyalty programme, which rewards travel arrangers such as administrative assistants and secretaries for booking their company's travel arrangements through one of Starwood's hotel brands. The programme is currently handled in-house.

Incentives on offer through the scheme include free nights in selected hotels, free flights with Starwood's airline partners and hotel cash vouchers.

The loyalty programme works in conjunction with the hotel group's existing "Starwood Preferred Guest" hotel reward scheme, which gives personal customers the opportunity to redeem rewards for checking in to Starwood-owned hotels.

The hotel group works with Razorfish on the majority of its marketing activity.