Northstar

www.travelweeklyweb.com www.travelweeklyweb.com JUNE 2014 | TRAVELWeekly AsiA ■ | 11 InsIder InsIgHts phone in hand and iPad in tow, to connect them to what's new and next in the destination. How is Starwood catering to the new group of luxury travellers emerging from China? Our brands, growing portfolio and the power of Starwood loyalty programs provide us with great advantages in understanding and tailoring our products and services to our discerning Chinese guests. Sheraton was the first international hotel brand to be operated in China. Our early foothold in China has paved ways for growth of other Starwood brands, which has made Starwood the hotel company that our Chinese guests are familiar with. In 2011, we rolled out Starwood Personalized Travel Program for Chinese travellers. Wherever they travel to, they can rest assured that there are necessities available in the hotel and in their guestrooms that help make them feel like home – from tea kettle, slippers, Chinese delicacies to hotel's associate who speaks their language and understand the culture. We are also creating a dialogue with our discerning Chinese guests through social media platforms such as Weibo, WeChat. Our loyalty program is cultivating loyalty beyond reason, offering ambassador program that assigns ambassador who provides personalized services to SPG guests – from ensuring guests' preferences are met to assisting with travel related requests. Imagine - someone who speaks your language and will be there for you no matter where you are in the world, and this can become a very useful resource to have when you are far from home. For travel partners, Starwood recently launched the new Luxury Privileges Program for our partners who have a large affluent customer base seeking luxury experiences. Starwood is the largest luxury hotel operator in the world, and through Luxury Privileges we offer more than 160 luxury hotels in the program across our three luxury brands – St. Regis, The Luxury Collection and W Hotels. Our Luxury hotels and resorts are where our travel professional's clients wish to travel. Luxury Privileges is presented to travel professionals who commit to grow their business with Starwood's luxury brands. By extending a robust amenity package to their clients, differentiated support to ensure guest personalization plus personal welcome and recognition of the travel professional Starwood will make them even more the hero with their clients. Luxury portfolio in China The growth of our luxury brands in China reflects the growing affluent Chinese travelers. Starwood currently operates 134 hotels in the region, 14 of which are from our luxury brands. 2014 will be another great milestone for our luxury footprint with four openings: The St. Regis Chengdu, The Castle Hotel, A Luxury Collection Hotel, Dalian; The Azure Qiantang, A Luxury Collection Hotel, Hangzhou; and W Beijing – Chang'an. Each hotel represents its brands and will elevate the luxury hospitality industry in the cities and regions they are opening. The Age of Great Change Starwood defines the current era, as one driven by greater connectivity through technology and rising wealth around the world With brands like St Regis, The Luxury Collection and W Hotels, Starwood is well placed to take advantage of the increase in the number of Luxury Travellers from Asia. We speak to Alison Taylor, Senior Vice President, Sales, Starwood Hotels & Resorts Asia Pacific, to find out more insights on the group's strategic direction in this travel segment. How is Starwood catering to both younger versus older luxury travellers from a brands perspective? Instead of looking at 'older' versus 'younger' travelers, we should look at the change in the overall concept of luxury. What we are witnessing today is what we, at Starwood, call "The Age of Great Change" – the era driven by greater connectivity through technology and rising wealth around the world. These forces are changing everything from our day-to-day life to business operations. It has also changed the concept of luxury and the type of luxury travelers. The "Age of Great Change" has given a rise to a new class of globetrotters/ global jetsetters. Starwood saw a white space to create a hotel brands with a new generation of global elite travelers in mind, whom we are calling Generation LuXurY. With this unique understanding, Starwood offers a distinct perspective through its W, St. Regis, The Luxury Collection brands. St. Regis was born in the 'Gilded Age' but is redefining traditional luxury for 'Modern Age'. It continues to leverage its legacy in a modern context that speaks to the new generation of luxury travelers. Great examples would be the brand's signature St. Regis Butler. St. Regis multi-lingual butlers are as adapt at formatting spread sheets as they are shining shoes, trading in their silver trays for smart phones. The Luxury Collection is a careful creation of like-minded hotels, offering unique, authentic experiences that evoke lasting, treasured memories, through the signature concierge service which provides unparalleled access to the destination. In the late 90s – we see the change in trends and create W Hotels – a hotel brand that redefines the contemporary luxury hotel experience with its cutting-edge design, whatever- whenever service, buzzing bar and restaurant, and insider access to what's new/next. The W Insider mixes and mingles with guests, smart The Castle Hotel, a Luxury Collection Hotel, Dalian

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