A model beloved within the factors and miles neighborhood is making a comeback.
Hotelier Barry Sternlicht is reviving the Starwood model, in line with The New York Instances. That is music to the ears of these of us who beloved the lodge chain and have been enormous followers of its groundbreaking loyalty program.
Sternlicht created the Starwood model within the Nineteen Nineties and launched the extremely fashionable Starwood Most popular Visitor program in 1999. He left the corporate finally, and it was offered 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 offered, the Starwood umbrella had included now-iconic manufacturers corresponding to W, Westin, Sheraton, 4 Factors and St. Regis. Sternlicht was behind facilities like Westin’s Heavenly Mattress, which helped make the Westin chain so fashionable with many loyal company.
However his finest 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) have been very unhappy to see the loyalty program go.
I used to be an SPG Platinum Most popular Visitor, and as you’ll be able to 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 presents that may give company 1,000 factors only for declining housekeeping with its “Make a Inexperienced Alternative” program.
Elite SPG members who transitioned to the Marriott Bonvoy loyalty program weren’t at all times proud of the advantages that Marriott supplied. Now, a number of longtime SPG followers are hopeful in regards to the resurgence of the Starwood model and what it might imply for a future loyalty program.
“At a time when most massive lodge chains are favoring the wants of lodge house owners over prospects, 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 give attention to visitor expertise created a loyal buyer base beforehand unseen within the hospitality business. Street warriors and luxurious vacationers alike needs to 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. In recent times, Sternlicht has been busy ideating new lodge chains inside his present firm, SH Motels & Resorts. These smaller manufacturers will now as an alternative fall below the revived Starwood identify, together with Baccarat Motels, which licensed the identify 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 encompasses a classic vibe. In all, there are 22 motels within the Starwood pipeline from these varied manufacturers, with future places 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 motels and preserving them on model is enjoyable,” Sternlicht advised The New York Instances.
Whereas a comparatively small-scale lodge chain’s loyalty program will not have the ability to compete with the likes of Marriott Bonvoy, Hilton Honors and World of Hyatt, it is nonetheless an thrilling improvement for these of us nostalgic for SPG.
We do not but have any particulars on what a possible loyalty program will seem like — and if Starwood Most popular Visitor will probably be resurrected — however these of us who have been enormous followers are wanting ahead to seeing the way it develops.
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