Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT), today announced new benefits that now make its award winning loyalty program Starwood Preferred Guest (SPG) the richest elite program in the industry. The more you stay, the more choices are available and the more personalized the benefits become with first-of-its-kind services such as confirmed 24-hour check-in and access to a dedicated Starwood Ambassador completely focused on the unique needs of each member.
"We set out to understand what loyalty truly means to individuals around the world. What was reiterated is that true loyalty between consumers and brands isn´t built on points and perks, but rather it´s a "˜spirit of partnership´ where both consumers and brands are invested in building an individual relationship," said Mark Vondrasek, Senior Vice President, Distribution, Loyalty & Partnership Marketing. "With this insight, we applied Starwood´s innovative approach to tailor SPG to the unique needs of today´s global travelers. Through relationships with our most frequent guests and enhanced technology we have the ability to understand our guests and their preferences in new ways. The enhancements we´ve made to our program are designed to move beyond just points. We´re getting out of the one-upmanship game and bringing a whole new level of personalization to our most frequent guests to build loyalty for life."
Starwood Preferred Guest Bets Big on New Tribe of Global Travel Elites
Today, the ranks of elite travelers are swelling and they´re traveling more often, farther and longer than ever before. At the same time, new travelers from markets like China and India are being drawn to the recognition and unique benefits that loyalty programs offer. As a result, Starwood´s elite membership in its loyalty program (25+ stays per year) has doubled over the past five years.
At Starwood, these elite Members represent just 1% of SPG´s membership but drive 20% of member revenue. What´s more, they spend 60% more than they did five years ago. While this growth may seem counterintuitive, it speaks to a broader trend. As globalization continues to drive new and farther flung travel itineraries, frequent traveler programs are experiencing a renaissance, particularly in the top tiers. With corporate profitability high and cost containment at its max, companies are searching for top line growth, which by definition means getting out and traveling. As a result, business leaders, consultants, sales associates and engineers are taking to the road in mass.
Good-Bye 3 pm Check-in "´ Hello Your24
Starwood is turning an ancient hotel convention on its head by for the first time ever abolishing set check-in and checkout times and introducing confirmed 24-hour check-in for select elite members at all Starwood hotels and resorts around the world. Traditional hotel check-in has long been 3 pm, but Starwood is now giving its most frequent travelers control of their check-in and checkout time, 24 hours a day. Your24 lets Members dictate their check-in time, which in turn controls their checkout time. For example, a member who checks in at 10 pm won´t have to check-out until 10 pm on their day of departure. Platinum SPG Members who spend 75 nights at Starwood hotels take advantage of this powerful new benefit.
"Starwood Preferred Guest is proud to provide a solution for one of frequent traveler´s biggest pet peeves," added Vondrasek. "Since the dawn of our industry, guests have had to play by our rules, but we´re now giving our best guests the ability to control their own hotel experience. This is just one more way we are deepening relationships and driving loyalty beyond reason."
Starwood Ambassador Service: Your Dedicated Guide to Starwood
For the first time Starwood´s top-secret Ambassador Service has been extended to SPG Members who spend 100 nights a year at Starwood hotels. The Ambassador Service goes beyond a traditional personal concierge program and provides guests with a dedicated Starwood associate to help them get the most out of each hotel stay. Starwood Ambassadors proactively work with guests to understand their personal preferences and tailor experiences across the entire Starwood portfolio based on those insights. In addition to travel related services such as arranging transportation, making dinner reservations, reserving meeting rooms or arranging special events, Ambassadors are also empowered to help guests even when they are not on a trip.
Membership that Lasts a Lifetime
In addition to new benefits, SPG has introduced Lifetime Status. Now Gold Members with 250 nights total and any five years of elite SPG status and Platinum Members with 500 total nights and any 10 years of Platinum SPG status get to take advantage of SPG´s sought after perks indefinitely.
The More You Stay, The Richer and More Personal it Gets: New Industry Leading Benefits
To determine what new benefits would be the most meaningful, SPG turned to its greatest asset "´ Members. Using Member feedback, SPG created a compelling suite of benefits that begin March 1, 2011 including:
Platinum Preferred (25 Stays or 50 Nights Annually)
- SPG 100 Nights Benefit. After crossing the 100-night threshold in a year, SPG Members are invited into the Ambassador Service, a one-to-one personal contact to help SPG Members get the most out of their relationship with Starwood.
- SPG 75 Nights Benefit. After spending 75 nights with Starwood, members double their Starpoint earnings to four Starpoints for every eligible U.S. dollar spent. Members also get access to SPG´s innovative new program Your24 that lets them control their check-in and check-out time, for the flexibility of a full 24 hour stay.
- SPG 50 Nights Benefit. At 50 nights, Members will receive 10 Suite Night Awards to use for upgrades to the best rooms. Suite Night Awards are confirmable five days prior to arrival.
- For the first time, all Platinum Members (25 Stays, 50 Nights Annually) have the option of free breakfast as part of their welcome gift options at check-in. Platinum Members can choose from bonus Starpoints, complimentary in-room Internet access or a complimentary beverage.
Gold Preferred (10 Stays or 25 Nights Annually)
- All Gold Members will receive a welcome gift at check-in. Gold Members can choose from bonus Starpoints, complimentary in-room Internet access or a complimentary beverage.
To learn more about these exciting SPG changes that give Members more control over their hotel experience visit spg.com/morepower.
SPG Gets a New Look Inspired By Actual Members
To celebrate its new benefits, SPG is updating its brand identity with a new look inspired by the rich personality of its Members. SPG conducted a casting call for Members to participate in photo shoots with famed portrait photographer Alessandra Petlin. The inspiring photos will be prominently featured in all SPG communications and collateral including more than 90 million member communications a year. The first photo shoot took place in New York and features the Chatwal, a Luxury Collection Hotel, W New York - Times Square, W New York "´ Downtown, Aloft Harlem, The St. Regis New York and Sheraton Tribeca.
Visit spg.com/members to hear personal stories from these Members about their relationship with SPG. Additional casting calls are taking place around the world in 2012, follow SPG on Facebook.com/spg to learn about the latest locations.
About Starwood Preferred Guest
The SPG program´s breakthrough policy of No Blackout Dates at the world´s most sought after collection of hotels, reinvented the hospitality loyalty program when it launched in 1999. By creating a program centered on its members, SPG has developed the most passionate and knowledgeable membership base in the hotel loyalty space. Through its use of new technologies and innovative channels such as SPG.com, SPG.com/stayconnected, SPG.com/flights and others, SPG continues to innovate and lead the industry. By offering No Blackouts on standard rooms at over 1,000 hotels and resorts in nearly 100 countries, No Blackouts on hundreds of airlines, and once in a lifetime experiences available through SPG Moments at spg.com/moments, the program has proven to be a big draw for the world´s most frequent travelers, and a significant competitive advantage for Starwood. For more information about Starwood Preferred Guest please visit SPG.com.
About Starwood Hotels & Resorts Worldwide, Inc.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with 1071 properties in 100 countries and territories with 145,000 employees at its owned and managed properties. Starwood Hotels is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, and the recently launched Aloft®, and Element SM. The company boasts one of the industry´s leading loyalty programs, Starwood Preferred Guest (SPG), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit www.starwoodhotels.com.