Starwood Case

With more than 750 properties in more than 80 countries, Starwood is one of the world’s largest hotel companies. Before 2002, each Starwood property had a meeting planner make arraignments for guests that were a part of a meeting or convention on site. The company recognized that not having a consistent, coordinated program within or across brands made it difficult for meeting planners to organize events. Starwood developed a plan to guarantee growth and success by building relationships with meeting planners and creating consistency in the meeting planning process at all locations. The Starwood Preferred Planner program was launched to generate loyalty and increase revenues through each meeting planner. All hotel properties have the same paperwork for the meeting planning process and share their information electronically. High internal targets were set to score performance for each event to determine satisfaction and expectations for each location. By standardizing operations, Starwood is able to continually measure, improve, and grow their business.

With more than 750 properties in more than 80 countries, Starwood is one of the world’s largest hotel companies. Before 2002, each Starwood property had a meeting planner make arraignments for guests that were a part of a meeting or convention on site. The company recognized that not having a consistent, coordinated program within or across brands made it difficult for meeting planners to organize events. Starwood developed a plan to guarantee growth and success by building relationships with meeting planners and creating consistency in the meeting planning process at all locations. The Starwood Preferred Planner program was launched to generate loyalty and increase revenues through each meeting planner. All hotel properties have the same paperwork for the meeting planning process and share their information electronically. High internal targets were set to score performance for each event to determine