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Last week Starwood announced some major enhancements to their award winning loyalty program: Starwood Preferred Guest (SPG). The changes which take effect on March 1, 2012 are all aimed at the elite level members of the program and are designed to benefit frequent guests with added perks over and above the existing elite level benefits.
Per the press release from SPG the new enhancements are as follows:
Good-Bye 3 p.m. Check-in – Hello Your24
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 travelers 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.
Ultimate in Personal Service for Most Prolific Travelers
Building upon its successful pilot program, Starwood is expanding its innovative one-to-one service which matches its best travelers 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 1100+ Starwood hotels. What separates this from a traditional travel concierge program is the unique personal relationship between Member and ambassador. Starwood’s ambassadors work one-on-one with guests to understand their preferences and what matters to them on each trip to deliver a customized experience on property. Ambassadors also provide services beyond the hotel and are even empowered to assist guests when they’re not traveling.
Starwood to Reward Loyalty with Lifetime Status
To show its appreciation for its most loyal and enduring travelers, Starwood Preferred Guest is introducing SPG LifetimeTM 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.
o SPG 100 Nights Benefit: After crossing the 100-night threshold, SPG Members are paired with their personal ambassador.
o SPG 75 Nights Benefit: After spending 75 nights with Starwood, Members earn four Starpoints for every eligible U.S. dollar spent. Members also get access to Your24 to control their check-in and checkout time.
o SPG 50 Nights Benefit: At 50 nights, Members will receive 10 Suite Night Awards ™ to use for room upgrades. Suite Night Awards are confirmable five days prior to arrival.
o Platinum Members (25 Stays or 50 Nights Annually): now have the option of complimentary breakfast as part of their welcome gift at check-in. Platinum Members can also choose from bonus Starpoints or a local gift.
o Gold Members (10 Stays or 25 Nights Annually): now receive a welcome gift at check-in and can choose from bonus Starpoints, complimentary in-room Internet access or a complimentary beverage.
Per Loyalty Traveler, Gold Elite awarded from an SPG American Express Card (U.S., Canada or U.K.) count towards the SPG Gold lifetime status as does Platinum from the Centurion Card towards the SPG Platinum Lifetime status.
For more details on these enhancements please visit spg.com/morepower