Starwood boosts search strategy

Starwood Hotels is looking to boost its search strategy, appointing Dentsu-Aegis agency iProspect for its search duties across all its hotels in region.Isaac Poh, associate director, digital marketing, Asia Pacific confirmed the appointment to Marketing.The American luxury hotel group owns hotels such as the Westin, Sheraton, W Hotels, St.Regis, Le Meridien, Four Points by Sheraton, The Luxury Collection and more.“We have always been big in digital, of course with the main focus of driving conversions and providing a more personalized experience for our guests”, said Poh. He said that the company has always been “pro-digital” and that a large portion of the budget has always been spent there.Poh added that there would be a greater emphasis on mobile and usage of DMPs and APIs, among other initiatives - as part of its digital strategy.Poh said that appointments are usually for one to two years.Previously, MEC worked on Starwood’s search. Possible, amongst other agencies, works on its display business.*Image: St. Regis Singapore