Starwood Loyalty Program Complete Guide to SPG Legacy

The Starwood Loyalty Program, officially known as Starwood Preferred Guest (SPG), was one of the most iconic hotel rewards systems in the travel industry. Launched by Starwood Hotels and Resorts, SPG was designed to create deeper connections with guests by rewarding them for their loyalty. Unlike many programs at the time, SPG prioritized flexibility, aspirational redemptions, and elite recognition, which made it one of the most admired loyalty systems ever created.

SPG’s popularity wasn’t just about free nights; it was about access to experiences. Members could redeem points for luxury stays, airline transfers, and even exclusive events like concerts or culinary experiences. The program created a lifestyle appeal that extended far beyond hotels, earning a passionate following among frequent travelers and casual vacationers alike.

How the Starwood Loyalty Program Worked

SPG was structured around a simple yet powerful concept: rewarding guests for every dollar spent across Starwood’s portfolio of hotels. Members earned Starpoints for stays, dining, and other eligible expenses. These points could then be redeemed for free nights at properties ranging from budget-friendly Four Points by Sheraton to ultra-luxury resorts like St. Regis.

One of SPG’s strongest features was the ability to transfer Starpoints to a wide range of airline partners. With generous transfer ratios and even bonus incentives, SPG points were considered some of the most valuable in the industry. This gave travelers incredible flexibility, allowing them to use rewards for both ground and air experiences.

Real-World Examples of the Starwood Loyalty Program

Example 1: The St. Regis Bora Bora Resort

The St. Regis Bora Bora Resort became one of the most aspirational redemptions in the SPG portfolio. Travelers often saved their Starpoints for years to book overwater villas at this property. With its crystal-clear lagoons, private pools, and luxury butler service, it exemplified how SPG allowed members to access once-in-a-lifetime stays.

This example highlighted the emotional appeal of SPG. It wasn’t just about free nights—it was about unlocking dream experiences that would otherwise cost thousands of dollars. That’s why many travelers considered SPG points “aspirational currency.”

Example 2: W Barcelona

The W Barcelona, known for its striking sail-shaped architecture by the beach, offered another excellent example of SPG value. Members could redeem Starpoints for stays that combined urban energy with luxury design. Guests also enjoyed SPG Moments at this property, ranging from rooftop parties to exclusive access to nightlife events.

Through this use case, SPG proved that loyalty programs could be both stylish and lifestyle-driven, catering especially to younger travelers who valued experiences as much as accommodations.

Example 3: Sheraton Times Square, New York

For business travelers, SPG also provided practical and convenient redemptions. The Sheraton Times Square, located in the heart of Manhattan, became a go-to choice for professionals needing reliable service and prime locations. Members could use points for business trips, conferences, or extended stays in one of the busiest cities in the world.

This use case demonstrated that SPG wasn’t only about luxury, it also had real-world value for everyday travel needs, making it versatile for different guest profiles.

Example 4: Aloft Kuala Lumpur Sentral

The Aloft brand represented Starwood’s modern, tech-forward hotels aimed at younger travelers. The Kuala Lumpur Sentral location was a favorite among SPG members for its convenient access to transportation hubs and trendy design. Members could enjoy affordable redemptions while still being part of a stylish travel experience.

This example showed how SPG catered to various budget levels, ensuring that both luxury seekers and cost-conscious travelers could find value in the program.

Example 5: The Luxury Collection in Florence, Italy

The Luxury Collection hotels were designed to immerse guests in cultural and historical settings. A property in Florence, Italy, allowed SPG members to redeem points for stays that combined Italian heritage with five-star service. Travelers could explore Renaissance art and architecture while enjoying modern luxury through their loyalty rewards.

This case revealed how SPG bridged global travel with cultural immersion, elevating the appeal of its loyalty program beyond simple hotel stays.

Technology and Innovation in the Starwood Loyalty Program

SPG was ahead of its time in embracing technology. The program introduced digital tools that made loyalty management seamless. Members could track their points, book stays, and access exclusive offers through a mobile app. SPG was also one of the first loyalty programs to integrate mobile key technology, allowing members to use smartphones to unlock their rooms.

By merging digital convenience with real-world travel, SPG positioned itself as a pioneer in hospitality technology. This focus on innovation not only enhanced guest experiences but also inspired competitors to modernize their loyalty systems.

Benefits of the Starwood Loyalty Program

The Starwood Loyalty Program offered several benefits that set it apart:

• Flexibility of Points: Members could transfer Starpoints to more than 30 airline partners, often with bonus incentives.

• Aspirational Redemptions: Properties like The St. Regis Bora Bora showcased the ability to redeem for once-in-a-lifetime luxury.

• Elite Recognition: SPG Gold and Platinum tiers provided upgrades, late checkouts, and lounge access.

• Experiential Rewards: SPG Moments gave members opportunities to redeem points for concerts, culinary events, and cultural experiences.

These benefits created a powerful value proposition that extended well beyond traditional hotel rewards, making SPG one of the most celebrated loyalty programs in history.

Practical Use Cases of the Starwood Loyalty Program

• Luxury Travelers: Saving points for dream vacations at St. Regis or The Luxury Collection.

• Business Travelers: Using points for stays at Sheraton properties near major business hubs.

• Younger Travelers: Choosing Aloft or W Hotels for trendy, tech-forward stays.

• Cultural Explorers: Redeeming points for hotels that connect with local history and traditions.

SPG solved multiple travel challenges by offering options that suited different budgets, lifestyles, and goals. Whether for work or leisure, members found meaningful value in the program.

FAQs about the Starwood Loyalty Program

1. What was the Starwood Loyalty Program?
The Starwood Loyalty Program, also called Starwood Preferred Guest (SPG), was a rewards system that allowed members to earn and redeem points across Starwood Hotels and Resorts, as well as with airline partners and exclusive experiences.

2. Why was SPG considered one of the best loyalty programs?
SPG offered unmatched flexibility, high-value airline transfers, aspirational hotel redemptions, and innovative experiential rewards. These features made it highly popular among travelers.

3. What happened to the Starwood Loyalty Program after the Marriott merger?
After Marriott International acquired Starwood in 2016, SPG was merged into the Marriott Bonvoy program in 2019. While SPG no longer exists, many of its benefits and innovations influenced the Bonvoy system.