Starwood Preferreds Get Flex Check-Out from March 1

Above: Bungalows at Le Méridien Bora Bora.

Earlier this month Starwood Hotels & Resorts Worldwide announced that, starting March 1, it will abolish set check-in and check-out times for select Starwood Preferred Guest elite members. These members will be able to check in at, say, 10 p.m. one day and check out at 10 p.m. the following day. Accordingly, the service is called Your24.

This contrasts with the usual practice of requiring guests to check out by noon or so, regardless of their personal schedule.

“We’re constantly striving to make travel as personalized as possible for Starwood Preferred Guest Members, and that means fresh thinking around long-standing industry practices,” said Mark Vondrasek, senior vice president for Distribution, Loyalty & Partnership Marketing at Starwood.

Who qualifies? Platinum SPG members who spend 75-plus eligible nights at Starwood hotels.

The Your24 service joins a variety of SPG benefits. Starwood has good reason to up the ante, having reported recently that elite membership in SPG doubled over the past five years and that members are spending 60 percent more than they did five years ago.

Starwood brands include St. Regis, The Luxury Collection, W, Westin, Le Méridien, Sheraton, Four Points by Sheraton, and the recently launched Aloft.

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