When Marriott acquired Starwood, Marriott Rewards leadership expected to adopt Starwood’s SPG IT platform. They weren’t happy with what Marriott had and were looking into new solutions. Why not just take Starwood’s, after all SPG was viewed as the better loyalty program?
Once they got into things they learned the limitations of the Starwood system. The transition from Starwood to Marriott didn’t go smoothly however.