The hotel chain’s Starwood Preferred Guest (SPG) loyalty programme allows travellers to redeem for stays without blackout dates, starting at 2,000 Starpoints, and get VIP access through Starpoints to sporting events and concerts, among other benefits, according to the company website. “Loyalty beyond reason is built [on] one interaction at a time. Only we can provide our guests with those interactions, with that elevated experience that they can have on property, which gets them coming to book directly with Starwood in the future so that they can have those experiences on property that they couldn’t otherwise have through an OTA,” Kerzner said. “Our OTAs are strong partners when it comes to a transaction or to a guest who is looking to a book a hotel in a city where they may not be familiar with the hotel. We work very closely with our OTA partners to ensure the guest is choosing us over the competition. We want the guest to come and stay with us,” he said. Get the full story at Gulf News Read also "How customer loyalty programs are ripe for disruption"