Consider this: Starwood Preferred Guest has only been around for four years, yet has already accumulated 28 Freddie Awards. You read that correctly. Twenty-eight. Apparently, these people have no shame when it comes to pleasing their customers.
The Starwood group -- Westin, Sheraton, Four Points by Sheraton, St. Regis, The Luxury Collection and W Hotels -- offers over 750 hotels in more than 80 countries. And the 10 million members of SPG have made their fondness for those properties quite clear. But the rap on Starwood is that its awards are more expensive than other comparable programs -- something Starwood has worked hard to disprove. Credited with more than just introducing "No Blackout Dates," Starwood's "Free Weekends" has made even Marriott come to attention. One thing is certain -- the high points of this program reach where not many others have dared to go, but be careful -- the devil is in the details.
Some more detail... ;-)
Think Michael Jordan's Chicago Bulls. Or Notre Dame's football teams of the 1940s. Or Lance Armstrong and the Tour De France. Think winners. Then think hotel loyalty programs, and Starwood Preferred Guest instantly pops on the radar.
In the past six years, SPG has won more Freddie Awards than any other hotel program. It has virtually owned the Best Program Award since 1999.
The Starwood group -- Westin, Sheraton, Four Points by Sheraton, St. Regis, The Luxury Collection and W Hotels -- offers over 730 hotels and 135 resorts in more than 80 countries. And the 19 million members of SPG have made their fondness for those properties quite clear.
Industry observers will kibbutz about the details of Starwood versus other major hotel programs. Some might say award levels are too high, or elite benefits across brands are not as consistent as they should be.
We'll leave that to the individual. Loyalty is all about personal experience, and if someone feels more comfortable somewhere else, who are we to disagree?
We'll just say this: It's easy to argue over the fine print. But in the final analysis, it all comes down to results. And Starwood, like the Fighting Irish of yesteryear, need only point to one thing: the scoreboard.
It's hard earning with SPG...
Basic earning with SPG is two Starpoints for every eligible dollar spent at Starwood properties. Even if you're not a registered guest, you can earn Starpoints for food and beverage charges of $10 or more at participating Starwood dining outlets (be sure to show your membership card).
There is no double-dipping: You must choose either points or miles. That said, it's important to keep in mind that Starpoints translate one-to-one to most airline miles, so feel free to imagine yourself earning double points, double miles or points and miles.
Of course, to really take advantage of Starwood's earning opportunities, you need to do what many other savvy travelers have done -- get the American Express Starwood Preferred Guest credit card. Touted by many as the single-best all-around credit card for the frequent traveler (came in second at the 2005 Freddies for Best Affinity Credit Card), it allows you to earn one Starpoint per dollar spent on any purchase, and 3 points per dollar on hotel stays -- that's in addition to the points you earn for your stay as an SPG member.
Currently, cardholders also earn 1,000 points with the first charged hotel stay, and 500 bonus points for each stay in the first 12 months, up to 10 stays (equals 5,000 points).
What about bonuses? They're there, but you may have to do some searching. A year or two ago, the gurus in White Plains determined that they'd be better off targeting their various promotions to select demographics.
There is no double-dipping: You must choose either points or miles. That said, it's important to keep in mind that Starpoints translate one-to-one to most airline miles, so feel free to imagine yourself earning double points, double miles or points and miles.
Of course, to really take advantage of Starwood's earning opportunities, you need to do what many other savvy travelers have done -- get the American Express Starwood Preferred Guest credit card. Touted by many as the single-best all-around credit card for the frequent traveler (came in second at the 2005 Freddies for Best Affinity Credit Card), it allows you to earn one Starpoint per dollar spent on any purchase, and 3 points per dollar on hotel stays -- that's in addition to the points you earn for your stay as an SPG member.
Currently, cardholders also earn 1,000 points with the first charged hotel stay, and 500 bonus points for each stay in the first 12 months, up to 10 stays (equals 5,000 points).
What about bonuses? They're there, but you may have to do some searching. A year or two ago, the gurus in White Plains determined that they'd be better off targeting their various promotions to select demographics.
Awards on the other hand are reasonably SWEET!
SPG offers a wide variety of redemption choices, but let's focus on the most basic -- hotel stays.
Starwood groups its properties into six categories, ranging from "mid-priced full-service hotels" to "the world's most exclusive hotels and resorts." You can cash in on any of these for as little as 2,000 or as many as 25,000 points per night. Starwood also allows members to redeem a combination of points and cash -- varying levels of points will allow you to save half the price of a room at Starwood properties. On average, if you stay three times, you can earn a free night.
Room upgrades will cost you from 1,000 to 2,750 points (per room/per night), depending on the hotel category you choose (there are six); and suite upgrades will run from 3,000 to 25,000 points. Upgrades are subject to availability, and may be arranged before the stay or upon arrival.
One of the most popular program features is the wide variety of points-to-miles transfer options. You're allowed to transfer Starpoints into frequent-flyer miles on a 1-to-1 basis with 26 different airlines (the list has recently grown). United and Varig offer 2:1 points-to-miles rates, and LAN continues to offer the best value at a 1:2 rate -- in essence, you earn four miles per dollar. JAL comes in next at a 3:2 rate. Air New Zealand has the oddest rate- 65 points to one mile, and Air Canada will give you their rate if you call customer service.
A new transfer offer gives you a 5,000 mile bonus for transferring 20,000 points to miles.
Of course, you can't just go hog-wild on your conversions. Starwood, like most other programs, has a few restrictions on transfers. Base-level members must meet a 2,000-point minimum transfer requirement, and Gold members, 1,500. There is no minimum requirement for Platinum members.
Starwood has beefed up the choices with three new awards, available for elite members only; a 5-night Caribbean stay for two, with $300 in-hotel credit, for 60,000 points; a seven-night European holiday for two (in a combination of up to three hotels) with a 5,000 point discount, for 67 to 91,000 points; and a five-night Scotland golf retreat for two with a 5,000 point discount, including three days (three courses) of unlimited golf for one, for 100,000 points.
Starpoints are also redeemable for car rentals and retail gift cards with select partners.
Starwood groups its properties into six categories, ranging from "mid-priced full-service hotels" to "the world's most exclusive hotels and resorts." You can cash in on any of these for as little as 2,000 or as many as 25,000 points per night. Starwood also allows members to redeem a combination of points and cash -- varying levels of points will allow you to save half the price of a room at Starwood properties. On average, if you stay three times, you can earn a free night.
Room upgrades will cost you from 1,000 to 2,750 points (per room/per night), depending on the hotel category you choose (there are six); and suite upgrades will run from 3,000 to 25,000 points. Upgrades are subject to availability, and may be arranged before the stay or upon arrival.
One of the most popular program features is the wide variety of points-to-miles transfer options. You're allowed to transfer Starpoints into frequent-flyer miles on a 1-to-1 basis with 26 different airlines (the list has recently grown). United and Varig offer 2:1 points-to-miles rates, and LAN continues to offer the best value at a 1:2 rate -- in essence, you earn four miles per dollar. JAL comes in next at a 3:2 rate. Air New Zealand has the oddest rate- 65 points to one mile, and Air Canada will give you their rate if you call customer service.
A new transfer offer gives you a 5,000 mile bonus for transferring 20,000 points to miles.
Of course, you can't just go hog-wild on your conversions. Starwood, like most other programs, has a few restrictions on transfers. Base-level members must meet a 2,000-point minimum transfer requirement, and Gold members, 1,500. There is no minimum requirement for Platinum members.
Starwood has beefed up the choices with three new awards, available for elite members only; a 5-night Caribbean stay for two, with $300 in-hotel credit, for 60,000 points; a seven-night European holiday for two (in a combination of up to three hotels) with a 5,000 point discount, for 67 to 91,000 points; and a five-night Scotland golf retreat for two with a 5,000 point discount, including three days (three courses) of unlimited golf for one, for 100,000 points.
Starpoints are also redeemable for car rentals and retail gift cards with select partners.
CASH AND POINTS IS KING!
Parnterships
Starwood has a healthy complement of accrual and redemption partners in addition to the following airlines: Air Canada, Air China, Air France/KLM, Air New Zealand, Alaska, Alitalia, All Nippon, America West, American, Asiana, British Airways, Cathay Pacific, Continental, Delta, EVA, El Al, Emirates, Hawaiian, JAL, LAN, Lufthansa, Mexicana, Northwest, Qantas, Saudi Arabian, SWISS, Thai Airways, US Airways, United, VARIG, and Virgin Atlantic.
Keep in mind that not all airlines participate as fully as others. For example, Air France/KLM, Air New Zealand, ANA, Asiana, EVA, El Al, JAL, SWISS, VARIG and Virgin Atlantic all allow their members to earn miles at Starwood hotels, but do not participate in SPG's famous transfer program.
Starwood has been partnered with AT&T for some time now, and continues to offer one Starpoint per dollar spent on qualifying services.
Avis, BostonCoach, and Sixt are the car partners: At Avis, earn 50 points per rental, or spend 2,500 points for a $50 certificate; with BostonCoach and Sixt comes 250 points per rental.
Financial partners include Ameritrade, AMEX, MasterCard and the Awards for Mortgage and Real Estate program. Points can also be redeemed at 1-800-Flowers.com, Avis, Sixt, Amazon.com, Banana Republic, Nordstrom, and Starbucks, among others.
Keep in mind that not all airlines participate as fully as others. For example, Air France/KLM, Air New Zealand, ANA, Asiana, EVA, El Al, JAL, SWISS, VARIG and Virgin Atlantic all allow their members to earn miles at Starwood hotels, but do not participate in SPG's famous transfer program.
Starwood has been partnered with AT&T for some time now, and continues to offer one Starpoint per dollar spent on qualifying services.
Avis, BostonCoach, and Sixt are the car partners: At Avis, earn 50 points per rental, or spend 2,500 points for a $50 certificate; with BostonCoach and Sixt comes 250 points per rental.
Financial partners include Ameritrade, AMEX, MasterCard and the Awards for Mortgage and Real Estate program. Points can also be redeemed at 1-800-Flowers.com, Avis, Sixt, Amazon.com, Banana Republic, Nordstrom, and Starbucks, among others.
SPG Gold... SPG Plat...
SPG's elite-level program is two-tiered -- Gold and Platinum. The fact that even Gold-level members receive a 50-percent earning bonus makes it far and away the most lucrative elite program among hotels. Most other programs max out at a 15-percent bonus, and those that do reach 50 percent -- Hilton HHonors and Priority Club Rewards -- reserve the big earning for the very top levels of their elite programs.
In addition, SPG offers a toll-free Platinum concierge service, something only Marriott also provides.
Gold status requires 10 stays or 25 nights in a year. Complimentary room upgrades are automatic (when available), and the minimum mileage transfer requirement is lowered to 1,500 points. In addition, a morning newspaper, 4 p.m. checkout, check-cashing up to $300 and access to a dedicated Gold-level customer service telephone number (toll-free, ka-ching), are all included.
Twenty-five stays or 50 nights per year will earn Platinum status -- all the benefits of Gold, plus a few more perks. For starters, you'll automatically be upgraded to the best available room at check-in. You'll have guaranteed availability with 72-hours notice and access to the Platinum Concierge service, through which you can make reservations, redeem awards, book event tickets or baby sitters, and get information on the local goings-on around town. Platinum members also enjoy access to hotel gyms and Executive and Club Level floors at Westin and Sheraton hotels. And, of course, you'll get a nice little welcome gift on arrival -- a snack, movie, or extra points.
And as mentioned before, elite members have three additional exclusive awards offers.
Platinum members receive yet another particularly comforting little perk -- a Platinum member who does not successfully meet Platinum-level requirements for the next year is automatically given a 12-month Gold-level membership.
In addition, SPG offers a toll-free Platinum concierge service, something only Marriott also provides.
Gold status requires 10 stays or 25 nights in a year. Complimentary room upgrades are automatic (when available), and the minimum mileage transfer requirement is lowered to 1,500 points. In addition, a morning newspaper, 4 p.m. checkout, check-cashing up to $300 and access to a dedicated Gold-level customer service telephone number (toll-free, ka-ching), are all included.
Twenty-five stays or 50 nights per year will earn Platinum status -- all the benefits of Gold, plus a few more perks. For starters, you'll automatically be upgraded to the best available room at check-in. You'll have guaranteed availability with 72-hours notice and access to the Platinum Concierge service, through which you can make reservations, redeem awards, book event tickets or baby sitters, and get information on the local goings-on around town. Platinum members also enjoy access to hotel gyms and Executive and Club Level floors at Westin and Sheraton hotels. And, of course, you'll get a nice little welcome gift on arrival -- a snack, movie, or extra points.
And as mentioned before, elite members have three additional exclusive awards offers.
Platinum members receive yet another particularly comforting little perk -- a Platinum member who does not successfully meet Platinum-level requirements for the next year is automatically given a 12-month Gold-level membership.
RULZ...
Starpoints expire within one year, barring any earning activity at a Starwood property. That's worth repeating: Only earning (not redemption, transfers, or earnings from other programs) activity counts towards the extension of an expiration date, and the earning activity must be done at a hotel.
Awards are not transferable, but at the time of booking, can be made out to anyone. If your plans change, you can cancel the award up until the time required by the individual hotel at which you were going to stay, and your points will be replaced in your account without charge.
Starwood has never been a fan of blackout dates -- in fact, on its launch in 1999, the lack of blackout dates was a key selling point. Preferred Award Nights have no blackout dates or capacity controls -- if the room is available, it's yours. Regrettably, the 50 Percent Off Discounts do have blackout controls.
And for what it's worth, eligible charges include room rate, food and beverage, direct-dial phone, laundry/valet, and in-room movie charges.
All rules are subject to the occasional tweak, so its best to visit www.spg.com to get the latest updates.
Awards are not transferable, but at the time of booking, can be made out to anyone. If your plans change, you can cancel the award up until the time required by the individual hotel at which you were going to stay, and your points will be replaced in your account without charge.
Starwood has never been a fan of blackout dates -- in fact, on its launch in 1999, the lack of blackout dates was a key selling point. Preferred Award Nights have no blackout dates or capacity controls -- if the room is available, it's yours. Regrettably, the 50 Percent Off Discounts do have blackout controls.
And for what it's worth, eligible charges include room rate, food and beverage, direct-dial phone, laundry/valet, and in-room movie charges.
All rules are subject to the occasional tweak, so its best to visit www.spg.com to get the latest updates.
Service
With William (Starwood Lurker) on Flyertalk... they do have a great 'perception' of service.
Starwood swept the hotel program Freddie Awards for Best Customer service in the Americas, Europe and Asia last year. This was not terribly surprising, as SPG had earned the same honor for the previous five years. That kind of dominance says more about Starwood's commitment to customer service than we could ever hope to.
Among the reasons SPG does so well is that they innovate. Starwood, for example, was the first major program to have an employee dedicated to serving members on FlyerTalk.com, the world's largest online frequent traveler community.
Among the reasons SPG does so well is that they innovate. Starwood, for example, was the first major program to have an employee dedicated to serving members on FlyerTalk.com, the world's largest online frequent traveler community.
Online.
Starwood completed a major makeover of its Web presence just last year. Enhancements to the site included a customized "My Favorites" quick link for faster bookings, a redesigned special offers section where members can search specials by activity, location, date, and hotel brand, and the ability to access future reservations and account activity without leaving the home page.
Not surprisingly, you'll find all the functionality you'd expect from a consistent Program of the Year: online enrollment, account management, award booking, missing point requests, point transfers ... the works.
Not surprisingly, you'll find all the functionality you'd expect from a consistent Program of the Year: online enrollment, account management, award booking, missing point requests, point transfers ... the works.
Other things
Probably the most outstanding and popular of Preferred Guest's features is the transferability of Starpoints -- and not just for the flexibility it provides. The bonus of 5,000 miles on the transfer of 20,000 points to miles is a genuine gem -- providing a free domestic roundtrip for just 20,000 miles. Starwood's lack of blackout dates for Preferred Awards remains extremely popular. And though subject to blackout dates, the 50 percent discount for 1,500 points is a tremendous value.
If there's one (relatively) consistent concern we've heard about, it's that elite benefits such as welcome amenities and upgrades are awarded somewhat inconsistently across brands and properties.
Keep in mind, though, that not only does this inconsistency not drive away loyal members, but it's a problem SPG is actively addressing, as evidenced by the investigative work being done on http://www.flyertalk.com.
Keep in mind, though, that not only does this inconsistency not drive away loyal members, but it's a problem SPG is actively addressing, as evidenced by the investigative work being done on http://www.flyertalk.com.
