NEW YORK HOTEL BUSINESS. has learned Starwood Hotels & Resorts has been named the official hotel, resort, vacation ownership and loyalty program for the the PGA Tour, a membership organization of professional golfers. Starwood will be the Tour s exclusive hotel partner, kicking off an aggressive.golf marketing program expected to synergize with the company s significant portfolio of 55 golf properties worldwide
All PGA Tour and Senior PGA Tour members also have been invited to enroll as elite members of Starwood Preferred Guest, the chain s frequent guest program, resulting thus far in 300 enrollees. A select group of players will also have the opportunity to earn Starpoints exchanged for free hotel stays in return for their participation in the company s promotional, advertising and marketing activities.
Starwood expects to leverage the relationship through Tour-themed advertising, merchandising and promotions that appeal to golf fans and frequent travelers. (2/09/01) Stefani C. O Connor