Starwood Hotels & Resorts, one of the best-known names in 5-star hotels and travel, is about to turn the luxury travel world on its head. Looking to cater to a small but distinct group of travelers responsible for driving nearly one-third of the company’s profits, Starwood has developed an exclusive loyalty program they call Starwood Preferred Guest (SPG). The program offers unique benefits to what Starwood refers to as “mega travelers”; a group of sophisticated and prolific travelers who long ago were disillusioned by standard perks and points reward programs.
In order to reward this loyal group with an equally loyal resorts program, the hotel chain embarked on three-year pilot project designed to quietly discover what the world’s elite travellers desired in a loyalty program. The result is nothing less than impressive, beginning with the industry’s first 24-hour check-in option. With Your24 check-in, members can choose their own custom check-in and check-out times to meet their schedules. For example, guests who check in at 8 PM don’t need to check out until 8 PM on the departure date. Gone are the industry standard 11 AM check-outs and 3 PM check-ins.
Another unique feature is the hotel’s Personal Ambassador service which assigns an individual ambassador to work with each guest to personalize and customize his or her experience. It is the role of the ambassador to make sure each guest is provided with everything he or she needs for a perfect stay.
Other loyalty rewards are also offered and can be earned through additional stays at Starwood properties. The programs are designed to increase reward options and make them more personal in direct proportion to how often guests stay with Starwood. The most loyal of guests will receive a lifetime Gold or Platinum membership in SPG; memberships that include complementary stays, room upgrades, and Starpoints which can be used toward a long list of products and services.
Starwood Hotels & Resorts raises the bar again with SPG. It’s just what we’ve come to expect from one of the world’s finest hoteliers.
To review all the changes that will take place starting March 1, 2012 visit SPG.com. To see a chart of benefits for Preferred, Gold & Platinum members click here.
