Starwood today announced an expansion of its SPG loyalty program that gives meeting and travel planning professionals the ability to earn points for bookings.

Source: skift.com

Essencially, Starwood will try to "influence" the key decision makers in business travel, by awarding them with personal benefits for what they do at work. 
Therefore, this is an update of an old (and evergreen) sales technique  that now moves from "tacit to explicit"…