A lot of that opportunity comes from creating a single loyalty program, Sorenson said during a call with investors and analysts discussing Marriott's $13.6 billion amended buyout offer, which Starwood accepted. Initially, Marriott expects to run parallel loyalty programs. In the longer term, Sorenson said, a combined platform will benefit from Starwood's affluent consumers in the lifestyle and luxury segments and Marriott’s relationships with business travelers. By investing in only one platform, Sorenson said, Marriott expects to improve the program's infrastructure and improve the tools to personalize relationships with customers. Get the full story at Travel Weekly Read also "Marriott offers lowest rates to loyalty program members" at Entrepreneur, and "Marriott strikes back at OTAs with another direct booking push"