Starwood reinvents loyalty

Starwood Hotels & Resorts Worldwide, Inc. has enhanced its guest loyalty program (Starwood Preferred Guest) with a range of new benefits, including lifetime status, 24-hour check-in and a dedicated Starwood ambassador who provides one-on-one service to tailor the guest experience. “With globalization trends, there are more mega travellers than ever before going to more places around the world,”said Starwood president Frits van Paasschen. “The opportunity to cultivate what we call ‘loyalty beyond reason’ with the world’s most frequent travellers has never been greater. These are sophisticated consumers who have become jaded by generic points and perks. This is why we’ve invested in distinct new and personal benefits to truly reward those who reward us with a disproportionate amount of their business.”He noted that just 2% of travellers drive 30% of Starwood’s profits. With that in mind, the company spent the last three years piloting a highly personal one-on-one ambassador service to better understand the needs and desires of these very powerful guests and develop new benefits aimed at its elite members. For example, Starwood is abolishing the industry’s long-standing 3 p.m. check-in time and giving its most frequent travellers control of their own arrival and departure time. Your24 lets members choose their own 24-hour check-in and checkout time. For example, a guest who checks in at 10 p.m. won’t have to check out until 10 p.m. on their day of departure. The Your24 program is offered to SPG Members who spend 75+ nights at Starwood hotels annually. Building upon its successful pilot program, Starwood is also expanding its innovative one-to-one service, which matches its best travellers with personal ambassadors. Now, all members who stay 100 nights annually are invited to participate in this unique service designed to provide the ultimate in tailored experiences across all Starwood hotels. To learn more about these changes, members can visit . All benefits begin March 1.