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STARWOOD SHAKES UP THE STATUS QUO INTRODUCING ‘ROUND-THE-CLOCK’ CHECK-IN FOR MOST LOYAL STARWOOD PREFERRED GUEST MEMBERS
Elite SPG Members Can Now Set Their Own Check-in and Checkout Time
24-Hours a Day at Starwood Hotels Worldwide
Stamford, Conn. – February 1, 2012– With Your24™, a groundbreaking new benefit announced today, Starwood Hotels & Resorts (NYSE:HOT) 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 check out until 10 p.m. on their day of departure, 24 hours later. Platinum SPG members who spend 75+ nights at Starwood hotels can request Your24 service.
“We’re constantly striving to make travel as personalized as possible for Starwood Preferred Guest Members, and that means fresh thinking around long-standing industry practices,” said Mark Vondrasek, Senior Vice President for Distribution, Loyalty & Partnership Marketing at Starwood. “Your24 reflects very clearly that the preferences of our guests drive how we do business, and that’s another reason why Starwood and SPG have earned such intense loyalty with global travelers.”
Your24 is part of a suite of new elite benefits 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. Elite members represent 1% of the membership and drive 20% of member revenue. What’s more, they are spending 60% more than they did five years ago.