Giving Guests Complete Control of Check-In and Checkout Times

Starwood Hotels & Resorts for the first time ever is abolishing the industry’s long-standing 3:00 p.m. check-in time and giving its most frequent travellers control of their own arrival and departure time.

A member who chooses to check in at 10 p.m. won’t have to checkout until 10 p.m. on their day of departure. Your24 lets members choose their own 24 hour check-in and checkout time.

Your24 is part of a suite of new elite benefits launching March 1, 2012. The company says it is going to make SPG the richest elite programme in the industry.

The Your24 programme is offered to SPG Members who spend 75+ eligible nights at Starwood hotels annually.

New benefits

According to Starwood, 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.

“With globalisation 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,” said van Paasschen.

Pilot programme

According to van Paasschen, just two percent of travellers drive 30 percent of Starwood’s profits.

The company spent the last three years piloting a highly personal one-on-one ambassador service to better understand the needs and desires of these very powerful guests.Across the small, select sample of travellers, Starwood saw a double-digit share shift compared to a control group. Starwood took insights from this pilot to develop new benefits aimed at its elite Members.

Personal relationship

Building upon its pilot programme, Starwood is expanding its one-to-one service which matches its best travellers with personal ambassadors.

Now, all members who stay 100 nights annually are invited to participate in this service.

What separates this from a traditional travel concierge programme is the unique personal relationship between members and ambassador. Starwood’s ambassadors work one-on-one with guests to understand their preferences and what matters to them on each trip to deliver a customised experience on property. Ambassadors also provide services beyond the hotel and are even empowered to assist guests when they’re not traveling.


Other than rewarding guests for 100 and 75 nights annually, SPG is introducing SPG Lifetime status. Now members who have stayed 250 nights total and maintained elite status for at least five years (consecutive or not) are awarded SPG Lifetime Gold status. Members with 500 total nights and 10 years of Platinum SPG status (consecutive or not) will enjoy their top tier status for life.