The FINANCIAL -- Starwood Hotels & Resorts Worldwide, is raising the stakes in the hotel loyalty landscape to win greater share from the world’s most prolific travelers, a powerful and growing group of global mega travelers.

The company announced new benefits that make its award winning loyalty program Starwood Preferred Guest the richest elite program in the industry. According to tarwood Hotels & Resorts Worldwide, 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.

According to van Paasschen, just two percent of travelers drive 30 percent of Starwood’s profits. With that in mind, the company spent the last three years quietly piloting a highly personal one-on-one ambassador service to better understand the needs and desires of these very powerful guests.

Across the small, select sample of travelers, Starwood saw a double-digit share shift compared to a control group. Starwood took insights from this pilot to develop new benefits aimed at its elite Members. 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+ eligible nights at Starwood hotels annually. 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. 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 are awarded SPG Lifetime Gold status. Members with 500 total nights and 10 years of Platinum SPG status will enjoy their top tier status for life. To celebrate its new benefits, SPG is updating its brand identity with a new look inspired by the rich personalities 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.

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