Tourism | Manager discusses benefits of loyalty programs

Janet McNab

The British Business Association of Macau (BBAM) yesterday launched the BBAM Breakfast Business Briefings, a new initiative to commemorate its tenth anniversary, at The St. Regis Macao.
Invited speaker Janet McNab, managing director of Sheraton Grand Macao Hotel and The St. Regis Macao, shared her insights on how Starwood’s innovative loyalty programs maximize hotel occupancy rates and guest satisfaction, in a session titled: “Keeping loyalty sexy with today’s Generation Y travelers.”
BBAM’s Breakfast Business Briefings are a monthly initiative for Macau-based senior practitioners. Each briefing offers discussions of new business practices as well as networking opportunities, packaging local and international insights into a “compact format” for attendees.
McNab introduced the “Starwood Preferred Guests” (SPG) loyalty program to BBAM members and guests.
When asked how SPG deals with the Chinese market in both mainland China and Macau, McNab said, “The Chinese market is just as willing to participate, as you can see in the growth of the Asia-Pacific market. […] The growth for us is not in North America, but outside [of that region].”
McNab also mentioned the distinctive qualities consumers look for when traveling; an aspect under consideration many businesses nowadays.
“It’s a real ‘what’s in it for me?’ kind of society that we live in, and it’s not age-specific,” the hotelier added.
Henry Brockman, Chairman of BBAM, believes that it is important for Macau to maintain good relationships with guests.
“It is vital for Macau to keep its hotel visitors happy and entertained, and ensure that they tell their friends and come again,” he said.
“This event highlights BBAM’s members’ genuine interest in growing Macau’s reputation for excellence in hospitality. Through similar future events, BBAM will continue to provide its members with the opportunity to broaden their understanding and increase their competitive edge,” Brockman added. Staff reporter