Starwood Preferred Guest (SPG), the loyalty program of Starwood Hotels & Resorts Worldwide, Inc, recently conducted a survey of global travellers. The results have revealed that, for 65 per cent of the travellers, losing their status in a hotel loyalty program scares them more than lost luggage (12 per cent) or missing a flight (11 per cent). The survey reinforces that hotel loyalty rewards programs have eclipsed other rewards programs in value. Half of the respondents said they considered hotel loyalty programs most important, followed by credit-card (19 per cent) and airline loyalty programs (13 per cent). The study, commissioned to celebrate the launch of a suite of distinct benefits for SPG Members, polled 9,900 adults around the world who travel more than 25 times a year, 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. The standouts include 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. The survey further revealed, 73 per cent of travelers said they would choose loyalty-program benefits over a spouse if they could 'take just one on the road'. Relationships with hotel loyalty programs may even outlive marital unions, the survey said. 76 per cent 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 per cent 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. According to a company release, 74 per cent of respondents said they would take an extra trip just to rack up miles or status in a loyalty programme. And nearly the same number, 73 per cent, said they’ve taken extra business trips solely to rack up miles or status in a loyalty programme. Nearly half of respondents, 45 per cent, claimed they would pretend it was their honeymoon; 25 per cent would pretend they had a family emergency; and 20 per cent would pretend to be someone important. If they could only take one item with them while traveling, most respondents would take their benefits in a hotel loyalty rewards program (73 per cent), rather than their spouse/partner (15 per cent) or luggage (11 per cent).
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