Westin: Most-loyal customers to see new amenities this
Be on the look out later this year for Westin-specific amenities under the Starwood Preferred Program, Westin's new chief tells Hotel Check-In.
"We're working closely with SPG to figure out how not only to deliver SPG awards, but a branded award as part of that," Brian Povinelli, the newly named brand chief for the 179-location chain told me the other day.
"Mid-year 2011, we expect to roll out some new platinum amenities and preferred member amenities that will be more in a brand voice," he says.
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While he declined to reveal specifics just yet, he did hint that one possibility might involve New Balance fitness gear.
Westin recently started a pilot program in 10 Westin hotels that lets guests borrow New Balance sneakers and clothing. Platinum SPG members, he told me might get something more than what non-members would receive. (Hmmm...plenty of possibilities here.)
Travel writer Melanie Nayer previously reported that participating Westin hotels will provide guests arriving for a marathon or other major sporting event with wellness-related amenities, such as performance-type turn-down gifts and "good luck" wake-up calls.
Haven't tried Westin's New Balance gear lending program yet? You'll find it at more Westin locations starting this fall, he says.
A shout out to loyal Hotel Check-In reader Lin Humphrey, who suggested that I raise the topic with Povinelli. He thought it was worth asking Povinelli about "his plans for SPG elite recognition within Westin-- i.e. going above an beyond."