Last night I posted about Starwood adding several Platinum benefits as of March 1, and it appears they’re now official. Not only that, but they’ve also added some Gold benefits. I think it’s fair to say this is a massive overhaul to the program, in some ways for the better and some ways for the worse (at least for some).
The new benefits are as follows:
Lifetime Gold and Platinum status
Starting March 1
SPG Lifetime Gold
You’re golden. Enjoy Gold membership status for life when you achieve 250 eligible nights total and any five years of elite SPG status since joining the program. If you’re currently Platinum, don’t worry — your Platinum benefits are still intact. Likewise, as an SPG Lifetime Gold member, you can still earn Platinum status each year. Just enjoy the comfort of knowing that the benefits of Gold status are yours, even if you have a light travel year.
Starting March 1
SPG Lifetime Platinum
It doesn’t get any better than this. Enjoy Platinum membership status for life when you achieve 500 eligible nights total and any 10 years of Platinum SPG status since joining the program. Yes, it’s quite an accomplishment — and one that deserves to be recognized for life.
There’s no doubt this is a huge improvement to the program, and the thresholds are surprisingly low, much lower than the competition. The Gold threshold is especially low, but then again, it’s not like Gold status comes with all that many benefits.
Elite Amenities
Starting March 1
Gold Welcome Gift
Check in, and check out your new Gold welcome gift options. Choose one with each stay — you’ve earned it.
Bonus Starpoints. Get to the points. Receive 250 bonus Starpoints® per eligible stay at St. Regis®, Luxury Collection®, W®, Le Méridien®, Westin® and Sheraton® and 125 Starpoints per stay at AloftSM, ElementSM and Four Points® by Sheraton.
In-Room Internet Access. Online. On us. Surf, stream and stay connected in the convenience of your guest room with free
in-room Internet access for your entire stay.
Complimentary Beverage. Cheers. Sit back and relax with your favorite cocktail in the hotel’s restaurant or bar.
The best option there for most will probably be free internet, which puts Starwood Gold ahead of Hyatt Platinum in my book.
Starting March 1
Platinum Continental Breakfast
Enjoy continental breakfast, bonus Starpoints or local amenities as your Platinum welcome gift. You and a guest staying on your reservation can start each day with juice, coffee, pastries, cereal, yogurt and more when you choose continental breakfast — along with our thanks for being one of our best members.
I’m happy to see that the continental breakfast appears to be daily for two guests. I was worried it would only be for one day during the stay, given that the Platinum welcome amenity is only given once per stay. That being said, I’m somewhat afraid continental breakfast will translate to a croissant and coffee. Interestingly, though, Sheraton hotels with club lounges are excluded, as Platinum members have to choose one of the other amenities. I’m not sure I understand the reasoning there. Furthermore, it appears Platinum members will have the option of upgrading to a full breakfast for the price difference between the continental and full breakfast.
And then the most interesting/controversial changes have to be their new nights benefits.
SPG Nights Benefits
Starting March 1
SPG® 50 Nights Benefit
Suite life. Stay with us at least 50 eligible nights in a calendar year and receive 10 Suite Night Awards™ to be used for confirmable room upgrades to a suite or premium room. Use them for the times that matter most — from a honeymoon in Bali to a family vacation in Florida. The choice is yours.
It’s interesting to note that this is retroactive, so if you spent 50 nights at SPG properties last year you’ll receive the suite upgrades in a few weeks. Starwood is really creating two tiers of Platinum members here — those that qualify on 25 stays, and those that qualify on 50 nights, making this a very interesting move. I’m surprised they didn’t instead offer one suite night for every five nights, for example, so that those Platinum members qualifying on stays aren’t at a disadvantage.
And the most interesting of all has to be the new benefits for those staying 75 nights:
Starting March 1
SPG 75 Nights Benefits
Four. It’s the new three. Complete 75 eligible nights in a calendar year and earn four Starpoints® for every eligible U.S. dollar spent. That’s the richest elite benefit in the industry — and a 100% bonus over Preferred membership.
Time on your side. Also get access to our new Your24™ benefit, which allows you the flexibility to choose your check in time. For example, if you check in at 9 p.m., check out at 9 p.m.
So if you complete 75 nights you get four points per dollar spent plus 24 hour stays for the remainder of the year and the entire following year. I’m curious if those with 75 nights will get some sort of designation making them “super-Platinums,” putting them first in line for upgrades.
In the end I’d say this is probably a wash for Platinum members qualifying on stays. While they now have the option of continental breakfast, upgrades may very well be a bit tougher to come by without any suite night awards. Gold members come out ahead, since they now get either bonus points or free internet.
Starwood Platinum members qualifying on points definitely come out ahead here, with those 10 suite night awards. And I think it goes without saying that those with 75+ nights come out way ahead here, since they’ll finally get added benefits for their incremental loyalty.
What do you guys thing? Excited? Indifferent? Angry? I’m curious to hear, and please also let me know your status and how you usually qualify for status (nights or stays) to add a bit of perspective.
