The FINANCIAL -- With Your24, a groundbreaking new benefit announced, accordingto Starwood Hotels & Resorts Worldwide,will abolish set check-in and checkout times for select Starwood Preferred Guest elite members - and introduce 'round-the-clock' check-in at all Starwood hotels and resorts.

While tradition has long held hotel check-in to 3 p.m., Starwood is bucking convention to give its most frequent travelers complete control of their check-in and checkout times. A member who chooses to check in at 10 p.m. won't have to checkout until 10 p.m. on their day of departure, 24 hours later. Platinum SPG members who spend 75+ eligible nights at Starwood hotels can request Your24 service.

Your24 is part of a suite of new elite benefits launching March 1, 2012, that make the award-winning Starwood Preferred Guest the richest elite program in the industry. With the new SPG enhancements, the more you stay, the richer it gets with more points, first of its kind benefits such as confirmable 24-hour check-in, the addition of lifetime status, access to a dedicated Starwood ambassador, confirmable upgrades and free breakfast.

Starwood recently reported that elite membership in Starwood Preferred Guest has doubled over the past five years. What's more, they are spending 60% more than they did five years ago.

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