Starwood Hotels & Resorts has unveiled a series of changes to its loyalty programme aimed at growing its numbers of frequent elite travellers.

 

The changes include offering a 24-hour check-in and check-out and a one-on-one personal ambassador to select members.

 

“With globalization trends, there are more mega travellers than ever before going to more places around the world,” said Frits van Paasschen, president and CEO of Starwood. “The opportunity to cultivate what we call ‘loyalty beyond reason’ with the world’s most frequent travellers has never been greater. These are sophisticated consumers who have become jaded by generic points and perks. This is why we’ve invested in distinct new and personal benefits to truly reward those who reward us with a disproportionate amount of their business.”

 

Starwood said it developed the loyalty program after a study of its guests showed that just 2% of travellers drive 30% of its profits.

 

“Our goal is to make SPG so rich that it’s impossible for mega travellers not to choose Starwood,” said Mark Vondrasek, senior vice president, Distribution, Loyalty & Partnership Marketing. “We also want to make the program wildly aspirational for all frequent travellers.”

 

Commenting on the selection of incentives, Vondrasek said from research it was clear that travellers wanted more choice, more control and more personal service.

 

“Today, through high touch and high tech, we have a newfound ability to better understand our guests, their preferences and even the nature of each unique trip. By delivering a whole new definition of choice and personal services, we’re moving beyond a purely points arms race to instead build loyalty for life,”he said.