Starwood, Design Hotels Announce Expanded Partnership
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Starwood Hotels & Resorts has revealed an extended partnership with Design Hotels poised to provide Starwood Preferred Guest (SPG) members with more options when traveling.
Through the partnership, select member hotels of Design Hotels will be bookable through Starwood's websites, mobile apps and customer contact center network. What's more, guests booking through those aforementioned channels will receive SPG benefits and Starpoints for their stays.
SPG member benfits include receiving two Starpoints per eligible U.S. dollar spent (three Starpoints for Gold Preferred and Platinum Preferred Members), night and stay credit toward elite status, high-speed Internet access and complimentary in-room bottled water.
Plus, Gold Preferred and Platinum Preferred Members will automatically receive a Starpoints bonus as their welcome gift.
Looking ahead, members' free night redemption is slated to be made available sometime in March 2016.
New York's Gramercy Park Hotel; Johannesburg, South Africa's Ten Bompas and Italy's C-Hotel and Nira Montana are among the first SPG partner hotels included in the launch phase. Other properties in Europe, Africa and North America will join by year's end, while more are slated to join in early 2016.
In a statement, Starwood interim CEO Adam Aron pointed out that Design Hotels will essentially function as the company's 11th brand. Nonetheless, Design Hotels will continue to operate independently.
"These independent, design-forward hotels will benefit from Starwood's powerful loyalty and distribution platforms," said Aron. "They will also serve to help us enhance owner and shareholder returns and attract more high-value guests to SPG who make up more than half of all Starwood stays."
"As we continue to grow in our niche of the 'New Luxury Segment,' we are excited to see an initial selection of our member hotels take the opportunity to join SPG and be among the first to benefit from our partnership with Starwood," said Design Hotels founder and CEO Claus Sendlinger in a statement. "We expect more and more to take advantage, with at least 40 member hotels projected to join by the beginning of 2016."
Meanwhile, Starwood's senior vice president of commercial services, Mark Vondrasek described the move as "an exciting new partnership for our SPG Members."
"Our concentration of high-end hotel brands plus partnerships with companies like Delta, Uber, American Express, and Emirates Airline — and now Design Hotels — continue to raise the stakes in loyalty and make it very compelling for travelers to choose to stay with Starwood."
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