Starwood Hotels takes its signature loyalty program to a new level giving guests even more flexibility.

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:

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