A model beloved within the factors and miles group is making a comeback.
Hotelier Barry Sternlicht is reviving the Starwood model, in accordance with The New York Instances. That is music to the ears of these of us who cherished the lodge chain and had been large followers of its groundbreaking loyalty program.
Sternlicht created the Starwood model within the Nineties and launched the extremely well-liked Starwood Most popular Visitor program in 1999. He left the corporate finally, and it was bought to Marriott 9 years in the past in a $13 billion deal that made Marriott the world’s largest lodge chain. By the point it was bought, the Starwood umbrella had included now-iconic manufacturers resembling W, Westin, Sheraton, 4 Factors and St. Regis. Sternlicht was behind facilities like Westin’s Heavenly Mattress, which helped make the Westin chain so well-liked with many loyal company.
However his greatest concept was a stellar loyalty program.
SPG was recognized for its beneficiant perks for elite members, together with improvements like assured 4 p.m. late checkout, an envoy program and beneficiant suite upgrades. Thus, many SPG elite members (myself included) had been very unhappy to see the loyalty program go.
I used to be an SPG Platinum Most popular Visitor, and as you may see from the screenshot under, SPG additionally had membership improvements like Crossover Rewards (which allowed members to earn Starpoints with Delta SkyMiles), frequent bonus-points promotions and profitable gives that will give company 1,000 factors only for declining housekeeping with its “Make a Inexperienced Selection” program.
Elite SPG members who transitioned to the Marriott Bonvoy loyalty program had been not all the time pleased with the advantages that Marriott supplied. Now, a variety of longtime SPG followers are hopeful in regards to the resurgence of the Starwood model and what it may imply for a future loyalty program.
“At a time when most massive lodge chains are favoring the wants of lodge homeowners over clients, a pioneer of buyer loyalty is getting again into the fray,” mentioned Edward Pizzarello, a small-business proprietor and longtime SPG elite member (Pizzarello can be a contributor to TPG).
“Barry Sternlicht’s laser-sharp concentrate on visitor expertise created a loyal buyer base beforehand unseen within the hospitality trade. Highway warriors and luxurious vacationers alike must be eagerly awaiting this return,” mentioned Pizzarello.
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The revival of the Starwood model is simply the most recent transfer in Sternlicht’s plan to create one other lodge empire. Lately, Sternlicht has been busy ideating new lodge chains inside his present firm, SH Motels & Resorts. These smaller manufacturers will now as an alternative fall underneath the revived Starwood title, together with Baccarat Motels, which licensed the title of the luxurious French glassmaker to create upscale properties just like the Baccarat Lodge New York.
Sternlicht additionally based 1 Motels, a way of life lodge model that focuses on sustainability and environmental concord inside its properties. One other model he is developed is Treehouse Motels, which includes a classic vibe. In all, there are 22 accommodations within the Starwood pipeline from these varied manufacturers, with future areas in Austin; Seattle; Manchester, England; Crete, Greece; Rome; and the Maldives.
Associated: Sustainable-chic in San Francisco: A keep at 1 Lodge San Francisco
“Designing accommodations and maintaining them on model is enjoyable,” Sternlicht instructed The New York Instances.
Whereas a comparatively small-scale lodge chain’s loyalty program will not be capable to compete with the likes of Marriott Bonvoy, Hilton Honors and World of Hyatt, it is nonetheless an thrilling growth for these of us nostalgic for SPG.
We do not but have any particulars on what a possible loyalty program will appear like — and if Starwood Most popular Visitor might be resurrected — however these of us who had been large followers are trying ahead to seeing the way it develops.
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