SM Hotels and Conventions Corp. is expanding its PRiMO loyalty and recognition program as it seeks to deepen relationships with corporate clients and drive repeat business in the meetings, incentives, conferences, and exhibitions market.
PRiMO, or Perks and Recognition for Meeting Organizers, rewards qualified bookings across participating SMHCC hotels and convention centers. Members accumulate points that can be redeemed for selected benefits and experiences.
The program is aimed not only at encouraging repeat bookings but also at building longer-term relationships with corporate decision-makers who regularly organize meetings, conferences, incentive trips, and other business events.
“PRiMO is our way of recognizing the people who continue to choose SMHCC for their business and events. We want every booking to be more than a transaction. We want it to build a lasting relationship that reflects our appreciation for our clients,” SMHCC Executive President Peggy Angeles said.
SMHCC is enhancing the program with new privileges and partnerships that will extend member benefits beyond its hotels and convention facilities.
Partnerships being developed with IKEA, Kultura, and SM Foundation are expected to connect PRiMO members with a broader range of retail, lifestyle, and social development experiences within the SM ecosystem.
“We continue to listen to our members and look at how we can make PRiMO more meaningful to them,” Angeles said.
The expansion comes as competition for MICE business increasingly extends beyond venue capacity and accommodation, with organizers weighing the overall value, convenience, and experience offered by hospitality providers.
For SMHCC, PRiMO provides a way to turn individual event bookings into longer-term customer relationships, while leveraging the broader SM ecosystem to keep corporate organizers engaged between events.
The strategy also gives the group another avenue to capture a larger share of corporate spending as companies resume and expand meetings, conferences, and incentive activities.
