
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.






While the rise in third-party hotel reservation websites has been a boon to customers, the high fees they charge participating hotels has not always sat well within the industry. That reality has led six of the world’s leading hotel chains to join forces to open their own hotel booking website called 
