Jenny Chan 陳詠欣
Jul 24, 2017

Inside the Marriott-Starwood merger's loyalty challenge

Hospitality gets personal: Marriott International’s Asia-Pacific VP, Irene Lin, explains how intimate customer relations were put to the test throughout its massive Starwood merger.

Irene Lin: “Harmonising” the Marriott, Starwood and Ritz-Carlton loyalty schemes is key to seamlessly tailored service.

When news of the biggest merger in hospitality historythe Marriott-Starwood unionfirst broke nine months ago, Starwood members mourned as if a treasured pet had died.

“Everyone got really worried about the Starwood Preferred Guest SPG loyalty programme and what was going to happen to their points,” says Irene Lin, who worked for Starwood for three years before becoming Asia-Pacific VP of digital, loyalty and portfolio marketing for Marriott International. Her post-merger umbrella of...

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