Starwood to target the sophisticated market with Richest Elite traveler benefits

Starwood to win greater share from the world’s most prolific travellers
Hotel Loyalty Landscape reinvetad With First-Of-Its-Kind Benefits

Starwood hotel chain developed new set of benefits aimed at its elite Members, those two percent of travellers that drive 30 percent of Starwood’s profits.  Starwood Hotels & Resorts Worldwide announced new benefits that make its award winning loyalty program Starwood Preferred Guest (SPG) the richest elite program in the industry. The more SPG Members stay, the more choices are available and the more personalized the benefits become with standouts like lifetime status, first-of-its-kind 24-hour check-in and a dedicated Starwood ambassador who provides one-on-one service to uniquely tailor the guest experience.

“With globalization trends, there are more mega travellers than ever before going to more places around the world,” said Frits van Paasschen, President and CEO of Starwood. “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.”

Turning an ancient hotel convention on its head, Starwood is for the first time ever abolishing the industry’s long-standing 3:00 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.

To show its appreciation for its most loyal and enduring travellers, Starwood Preferred Guest is introducing SPG Lifetime status. Now Members who have stayed 250 nights total and maintained elite status for at least five years (consecutive or not) are awarded SPG Lifetime Gold status. Members with 500 total nights and 10 years of Platinum SPG status (consecutive or not) will enjoy their top tier status for life.