Starwood Hotels & Resorts is rebranding its luxury amenities through increased loyalty offerings for its guests. The Starwood Preferred Guests program is now offering 24-hour check-in and check-out and complimentary Starwood ambassadors, who will cater to the guests’ every needs. Dubbed Your24, the new 24-hour check-in service allows guests to choose their own check-in times without the hassle of paying extra fees. This handy service also is useful for business travelers who cannot make traditional check-in times. The service, available to Starwood Preferred Guests who spend more than 75 nights at Starwood hotels per year, marks an increasing trend of competitive service offerings by luxury hotels. Gretchen Kloke, vice president of global loyalty marketing for Starwood, said of the new program:
We were looking to redefine loyalty in an era where mega-travelers are more profitable than ever, and these travelers expect us to know them and to anticipate and address their needs. They crave more choice, more control and more personal service.
In addition, Starwood plans to offer better personal service through individual ambassadors who create close relationships with guests. The Starwood ambassadors do extensive client relations to understand preferences and tailor each hotel stay into an unforgettable experience.
Starwood has been an industry leader in creating luxury loyalty programs and recently integrated the power of technology and social networks into its strategies. Starwood now offers its guests “social currency” through check-ins on Foursquare and other social networks.