ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Starwood Hotels fulfills event requests and personalization via new app

Starwood Hotels is making a strong push to spruce up events and conferences held at its properties with its new ProMeetings mobile application, which enables event planners who belong to the brand?s rewards program to submit requests directly to employees for immediate fulfillment.

The world of events is increasingly going mobile, with many conferences turning to mobile apps instead of offering attendees print agendas and schedules. Starwood Hotels is establishing a stronger presence in the lucrative industry by rolling out this app, which can help planners request coffee service, extension cords and lighting preferences with the tap of a finger.

?Our initial testing is showing an overwhelmingly positive response by our customers, which is not surprising as it was developed with substantial Meeting Planner input,? said Jonathan Kaplan, director of new business development and prospecting at Starwood Hotels and Resorts, New York. ?The fact that their requests get directly into the hands of our associates who can action them is saving our meeting planners time which in-turn helps them keep focus on their business objectives.?

Going mobile
Mobile will now help event managers plan on-site, a tactic which could be extremely beneficial in case of an emergency or unforeseen circumstance. If a planner requires any additional services or materials, he or she can submit the request via the ProMeetings app, which will then dispatch it to a hotel associate and ensure it becomes fulfilled.

Because users of the app must be Starwood Preferred Guests, ProMeetings will also aid in garnering more members of the brand?s loyalty program.

The app will offer flexibility and customization to provide a streamlined experience for attendees and planners. It is currently in pilot phases at select Starwood properties worldwide, such as Sheraton Atlanta Airport, The Westin Charlotte, W Atlanta Midtown and Sentosa Cove, The Westin Singapore.

A global rollout is expected to occur in 2016, once the brand has implemented key learning from the testing phase.

?Our focus is always on being the easiest company to do business with,? Mr. Kaplan said. ?By streamlining these communications, it is allowing our property Meeting Event Managers to provide a more personalized level of service by being even more present, which will lead to augmented experiences for our customers and increased business to Starwood.?

Strong strategy
Starwood Hotels has steadily been building up its mobile strategy over the past year. The brand, along with Hilton, is one of the first to leverage mobile room keys, which enable customers to open their rooms with their smartphones instead of a physical key (see story).

The technology has already been introduced at Starwood?s 10 Aloft, Element and W Hotels.

More recently, the brand partnered with driving app Uber to augment its loyalty platform, SPG, by allowing guests to collect more Starpoints by taking Uber rides and completing eligible stays at Starwood hotels (see story).

?Starwood will continue to partner with our customers to use technology in a way that drives personalized experiences, the greatest ease of doing business, and results that matter most to each of our customers? goals,? Mr. Kaplan said. ?The ProMeetings app is one more way that together we are shaping the future of the meetings experience.

?Similar to how our SPG app has grown over the time, the ProMeetings app will continue to add functionality that is meaningful to both our customers and associates.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York