Hotel Online
News for the Hospitality Executive


advertisement



Starwood Preferred Guest Survey of 9,900 Global Travelers Reveals
Loyalty to Frequent Traveler Programs Beyond Reason

Fear of Losing Loyalty-Program Status Looms Larger Than Lost Luggage, Missed Flights


STAMFORD, Conn--Feb. 1, 2012-- It may no longer be a stretch to say travelers are married to their frequent traveler programs. In fact, 73% of travelers would choose loyalty-program benefits over a spouse if they could take just one on the road, according to an eye-opening survey of nearly 10,000 globetrotters released today by Starwood Preferred Guest (SPG).

Relationships with hotel loyalty programs may even outlive marital unions, the survey said. Seventy-six percent of respondents revealed they felt their status in a hotel loyalty program would last longer than their marriage or current job. And, in a travel emergency, 70 percent of respondents said that their elite status in a hotel loyalty rewards program would be handier than their smartphone, tablet or even their personal assistant.

The study, commissioned to celebrate the launch of a suite of distinct benefits for Starwood Preferred Guest Members, polled 9,900 adults around the world who travel more than 25 times a year. Starwood Preferred Guest, the award-winning loyalty program of Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT), today announced new benefits that make SPG the richest elite program in the industry. The more Members stay, the more choices are available and the more personalized the benefits become with standouts like lifetime status, first-of-its-kind 24-hour check-in and a dedicated Starwood ambassador who provides one-on-one service to uniquely tailor the guest experience.

Three-quarters of respondents would take extra trips to bump up status

The new survey demonstrates the value members attach to loyalty programs like Starwood Preferred Guest. Seventy-four percent of respondents said they would take an extra trip just to rack up miles or status in a loyalty program. And nearly the same number, 73 percent said they’ve taken extra business trips solely to rack up miles or status in a loyalty program.

“Honeymoon”? “Emergency”? Respondents would try subterfuge to get upgrades

Respondents were not above telling little white lies to get a better hotel room or hotel/airline travel upgrade. Nearly half of respondents, 45%, claimed they would pretend it was their honeymoon; 25% would pretend they had a family emergency; and 20% would pretend to be someone important.

Among other key findings:
  • If they could only take one item with them while traveling, most respondents would take their benefits in a hotel loyalty rewards program (73%), rather than their spouse/partner (15%) or luggage (11%).
  • Losing their status in a hotel loyalty program (65%) scares respondents more than lost luggage (12%) or missing a flight (11%).
  • The survey reinforces that hotel loyalty rewards programs have eclipsed other rewards programs in value. Half of respondents said they consider hotel loyalty programs most important, followed by credit-card (19%) and airline loyalty programs (13%).
Unparalleled benefits and an unmatched elite program have propelled Starwood Preferred Guest to stratospheric growth in 2011. SPG bookings now account for one of every two guests at Starwood properties; just five years ago, that figure was one in three.

To learn more about these exciting SPG changes that give Members more control over their hotel experience visit spg.com/morepower. All benefits begin March 1, 2012.

The survey was conducted for Starwood Preferred Guest by STUDYLOGIC LLC of Cedarhurst, NY via telephone of 9,900 adults across the globe who travel 25 times or more per year. Of respondents, 1620 came from the United States and Canada, 2100 from China, 1500 from the Middle East, 1590 from Latin America, 1560 from Japan, and 1530 from Europe. Interviews were conducted between January 1st and January 9th, 2012.

About Starwood Preferred Guest
The SPG program’s breakthrough policy of No Blackout Dates at the world’s most sought after collection of hotels, reinvented the hospitality loyalty program when it launched in 1999. By creating a program centered on its members, SPG has developed the most passionate and knowledgeable membership base in the hotel loyalty space. Through its use of new technologies and innovative channels such as SPG.com, SPG.com/stayconnected, SPG.com/flights and others, SPG continues to innovate and lead the industry. By offering No Blackouts on standard rooms at over 1,000 hotels and resorts in nearly 100 countries, No Blackouts on hundreds of airlines, and once in a lifetime experiences available through SPG Moments at spg.com/moments, the program has proven to be a big draw for the world’s most frequent travelers, and a significant competitive advantage for Starwood. For more information about Starwood Preferred Guest please visit SPG.com.

About Starwood Hotels & Resorts Worldwide, Inc.
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with 1071 properties in 100 countries and territories with 145,000 employees at its owned and managed properties. Starwood Hotels is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, and the recently launched Aloft®, and Element SM. The company boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest (SPG), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit www.starwoodhotels.com.

Contact:

PMK*BNC
Casey Cotton, 212-373-6156
[email protected]
or
Starwood Hotels & Resorts, Worldwide, Inc.
Jennifer Leemann, 203-964-4323
[email protected]


 
Receive Your Hospitality Industry Headlines via Email for Free! Subscribe Here

To Learn More About Your News Being Published on Hotel-Online Inquire Here
 

Also See: Starwood Says Hotel Conversion Opportunities in North America Expected to Rise in 2012 with Uptick in Portfolio Transactions / January 2012

Starwood Closes 2011 Adding the Most New Hotel Rooms in Its History; Momentum Continues with 80 New Hotel Openings Scheduled in 2012 / January 2012

Starwood Hotels & Resorts Relocates Worldwide Headquarters to Stamford, Connecticut; Brings More than 800 Jobs to the State / January 2012

Starwood Hotels Aggressively Expanding its Footprint in India with Plans to Open 20 New Hotels by 2015; Opens New Regional Office in Gurgaon to Support Rapid Growth / January 2012

St. Regis Hotels & Resorts Opens the 100-Story St. Regis Shenzhen Becoming Starwood’s Tallest Hotel Worldwide and One of the Tallest Buildings in China; The 297-key Hotel Occupies the Top 28 Floors / January 2012

As the World Becomes Smaller Music Unites – St. Regis Hotels and Jazz at Lincoln Center, Led by Wynton Marsalis, Form Global Partnership to Open a Series of Worldwide Jazz Clubs Providing Guests Opportunity to Learn about the Rich History and Cultural Value of Jazz / November 2011

Starwood Hotels Launches the Starwood Asia Pacific Villa Collection with Hundreds of Luxury Villas in Resorts Throughout the Region / November 2011

Starwood Hotels Hits 200th Hotel Milestone in Asia Pacific with a Flurry of Recent Openings in China, India, Thailand and Malaysia; Plans for Over 320 Hotels in the Region by 2014 / November 2011

The 214-room Four Points by Sheraton Langkawi Resort Opens in Langkawi, Malaysia; The Brand's Debut in the Asia Pacific Region / November 2011

Starwood Hotels & Resorts Prepares for Opening of Florida's 214-room The St. Regis Bal Harbour Resort / October 2011

Starwood Hotels & Resorts Opens The St. Regis Florence in Italy Following an Extension Restoration and Re-flagging of the Grand Hotel Florence / October 2011

Starwood Capital Group and Starwood Hotels & Resorts Enter Management Agreements for the Silvertree Hotel and the Wildwood Lodge in Snowmass Village, Colorado; Extensive Renovations Planned for both Properties / September 2011

Starwood Hotels Signs Agreement with Serka Turizm A.S. to Open a New-Build Sheraton Hotel in Adana, Turkey / August 2011

Starwood to Expand Sheraton and Westin Portfolio of Hotel Spas Across Asia and the Middle East; Sheraton to Add 10 and Westin to Add 6 New Spas by the End of 2011 / July 2011

Starwood's Aloft, Element, and Four Points by Sheraton Portfolio Has Grown 67% in Last Three Years; Will Add Over 30 New Hotels in 2011 / June 2011

Starwood Plans to Open One Hotel Every Two Weeks in China with Over 90 New Hotels in the Pipeline / June 2011

Sheraton Set to Open Seven Properties in China This Summer / June 2011

Silk Way Airlines Signs Agreement with Starwood to Open the 207-room Sheraton Baku Airport Hotel in Azerbaijan / June 2011

726-key Royal Orchid Sheraton Hotel & Towers in Bangkok, Thailand Completes $35 Million Renovation / June 2011

Dr. Hassan Ahmad Ibrahim Al Marzouqi in a Partnership with Starwood Hotels to Open 220-room Four Points by Sheraton Sharjah Hotel in Sharjah, United Arab Emirates / May 2011

Abdulsalam Alrafi Group LLC Signs Agreement with Starwood Hotels to Open the New 660-key Sheraton Dubai Sheikh Zayed Road Hotel in Dubai, United Arab Emirates / May 2011

Starwood Hotels & Resorts to Open Seven Additional Hotels in India in 2011 for a Total of 37 Properties in Portfolio; Plans to Double Footprint in Two Years and Accelerate Growth of Select Service Brands / April 2011

Sheraton Invests Over $100 Million to Upgrade More Than 120 Club Lounges Around the World and Will Now Keep Club Lounges Brand-wide Open Seven Days a Week / April 2011

Starwood Hotels to Open 164-room Four Points by Sheraton Tallahassee Downtown in Florida; Property is on Track to Become the Brand's First LEED Certified Hotel / April 2011

Sheraton Hotels Will Drive Starwood's Portfolio Growth in 2011 and Widen Lead in China by Opening 25 New Properties in 2011 / March 2011

Starwood Hotels & Resorts Opens 124-room Four Points by Sheraton Memphis East in Memphis Tennessee / March 2011

Starwood Hotels & Resorts to Debut in Sharjah with the New 343-room Sheraton Sharjah Hotel & Resort, North of the Emirate on Al Muntazah Beach / January 2011

Starwood Hotels & Resorts Westin Houston Memorial City Names Sales, Marketing & Catering Team; The Four Points by Sheraton Houston Memorial City, Sheraton Houston West and The Westin Houston Memorial City & Residences Opening Spring 2011 / November 2010

Mark Weatherill Named General Manager for Starwood Hotels & Resorts Memorial City Complex in Houston Featuring Three Brands: Four Points by Sheraton Houston Memorial City, Sheraton Houston West and The Westin Houston Memorial City & Residences Opening Spring 2011 / November 2010


To search Hotel Online data base of News and Trends Go to Hotel.OnlineSearch

Home | Welcome| Hospitality News |
Industry Resources

Please contact Hotel.Online with your comments and suggestions.