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New Loyalty Game from Starwood
Starting from March 1 Starwood Hotels & Resorts Worldwide adds new benefits to its loyalty game. Now participants can get such upgrades as the status of Starwood Preferred Guest program, personalized services via “ambassador”, and 24-hour check-in. Many statuses are offered on the lifetime basis.
The majority of these benefits will be acquired by the most frequent visitors of Starwood hotels. According to the company’s CEO Frits van Paasschen, these are sophisticated travellers who are loyal to the company, and who are very important for the hotelier – just two percent of travellers make up as many as 30% of the company’s profits. Of course, Starwood wants to reward these people and offer them some very exclusive benefits and services. Last three years the company was developing a system of ambassador services for elite Members and found the results very positive. Among the main targets of the hotelier is providing more personalized services that are clearly needed for modern guests.
Modern loyalty system of Starwood is slowly moving from a system of points to services that are provided to customers on a permanent basis. People who spend more than 75 nights in Starwood are eligible for Your24 service that helps people to distinguish their own 24h check-in and check-out time. 100+ nights customers can use the services of an ambassador. SPG 50 Nights Benefit allows guests to choose room upgrades; visitors who spend over 100 nights are paired with their personal ambassador. Gold status can be reached by staying 10 times or spending 25 nights annually. These guests get bonus points and complimentary Internet or beverages. Gold members, who spend 250 nights in Starwood hotels and maintain their Gold status for at least 5 years, get a lifetime Gold Status. Finally, Platinum members (25 stays or 50 nights a year) get special services as most valuable guests of Starwood hotels.
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