Loyalty programs across the board are in need of wholesale reinvention, and this joint program between a hotel group and airline seems like a tangible enough first step on more such programs to come.
Starwood and Delta have launched a partnership that gives each of their top customers VIP perks — both in hotels and during flights.
The new “Crossover Rewards” program, which will kick off on March 1, will be the travel industry’s only program that lets frequent travelers obtain VIP perks seamlessly on their travels, even if they’re only an elite customer with one of the companies.
In the past, airlines and hotels have teamed up to run promotions. But generally, the promos have typically focused on points or miles instead of benefits designed to make travel easier.
From the release:
SkyMiles Diamond and Platinum Medallion members will have access to added benefits including priority check-in, 4 p.m. late checkout and free in-room internet access when staying at Starwood Hotels and Resorts. All Delta Medallion members also will earn one mile per dollar spent on eligible room rates when staying with Starwood in addition to the Starpoints usually earned for their stay. In turn, SPG Platinum members will receive one free checked bag, priority check-in and priority boarding when flying Delta. SPG elite members will earn one Starpoint per dollar spent on eligible flights in addition to the miles usually earned for their flight.
The FAQs explain the fine print and who are eligible.