Starwood Preferred Guest® Introduces Chinese App for Android®

  Starwood Preferred Guest® Introduces Chinese App for Android®

New SPG® App Offers Enhanced Personalized Member Experience in the Most Spoken
                            Language in the World

Business Wire

STAMFORD, Conn. -- August 7, 2013

Starwood Preferred Guest (SPG), the award-winning loyalty program from
Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT), today introduced its
new SPG app for Android in Chinese. The launch of this app illustrates the
company’s commitment to innovation; the significance of SPG’s growth in China,
the company’s fastest growing travel market and largest growing SPG market
with active members more than doubling since 2010; and Starwood’s increased
focus on mobile.

“Nothing is more personal than a guest’s mobile device and speaking the same
language is the first step in giving our guests the best experience,” said
Qian Jin, President, Greater China, Starwood Hotels & Resorts Worldwide, Inc.
“SPG’s growth in China is unprecedented with a new member joining SPG every 20
seconds here. We know this new app will help our Chinese members make the best
travel decisions from inspiration through their stay and beyond.”

According to reports, 69 percent of Chinese mobile phones run on the Android
operating systems, giving Starwood significant opportunity to gain greater
share of wallet with its new Chinese Android App, which makes it seamless to
browse and book any of Starwood’s more than 1100 hotels in more than 100

Among the many features of the app, members have quick access to their account
information – such as Starpoint balance, upcoming and past stays, as well as
the ability to send a confirmation or other details to others via text or
email. Location-based features are integrated to connect users to the closest
customer care center.

Throughout a stay, the app provides relevant information helping the guest
make the most of his/her stay such as directions, property dining options and
other hotel amenities. Integrated social media channels including Weibo allow
users to virtually “check-in” to their stay, remain connected to family and
friends and engage through SPG’s various social media channels.

“Every digital touch point we create takes guest preferences into account,”
said Clay Cowan, Vice President, Global Digital for Starwood. “We are
localizing the digital experience not only for language needs, but for
cultural differences such as search formats including dropdown menus and
rating scales, as well as locally relevant features including offers, hotel
imagery and property features.”

The addition of SPG’s Chinese Android app complements Starwood’s full suite of
digital options available to guests including iOS apps. Earlier this year, the
company introduced an enhanced mobile web experience available in eight
languages and designed to balance the beauty Starwood guests equate with each
of the company’s unique brands and the ease of use required to make smart,
fast bookings. As a company Starwood Hotels & Resorts added Russian and Arabic
to the 33 languages it supports across all channels including Customer Contact
Centers, independent property sites and branded web sites.

With the recent announcement of Element’s upcoming arrival in China, all of
Starwood’s nine unique brands will be represented in the region and available
for bookings through the new Chinese Android app. Today Starwood operates 121
hotels with more than 100 properties in the development pipeline making China
the company’s second largest hotel market behind only the United States.

The new SPG App for Android is now available for free download at Google Play
( In China, the app is available at all major Chinese Android
APP Stores.

As part of the marketing effort, all Chinese properties will have Near Field
Communication (NFC) enabled collateral so guests will be able to download the
application just by tapping their NFC enabled phones on the collateral.
Starwood will be the first brand that will have NFC enabled collateral widely
available throughout all of Greater China.

About Starwood Preferred Guest

Starwood Preferred Guest® (SPG®) is an innovative, award-winning frequent
traveler program that unites each of Starwood’s 9 distinctive hotel brands and
includes more luxury hotels in more destinations around the world. SPG
reinvented the hospitality loyalty landscape when it launched in 1999 with its
breakthrough policy of no blackout dates, and over the years has continued its
tradition of innovation with enhancements such as Cash + Points, SPG
Moments^SM, and most recently Your24^TM and SPG Lifetime^TM. In addition to
Free Night Awards at over 1,100 hotels and resorts and Award Flights on over
350 major airlines without blackout dates, the Starpoints® that members earn
through SPG can be redeemed for access like to no other to experiences in
music, sports and the arts through SPG Moments. SPG also has an ongoing
commitment to digital innovation to meet the needs of today’s connected global
traveler – fromthe SPG app for iPhone that utilizes state-aware technology to
create a more personalized hotel stay to Starwood’s Best Rate Guarantee on, to SPG’s integration within various social media platforms. Offerings
such as these have helped SPG build a passionate member base among the world’s
most frequent travelers. Learn more at and and connect
with us on,,,,, and


StarwoodGlobal Communications
Maire Griffin, 203-964-5994
Starwood Communications, China
Betty Tian, +86 21 61417945
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