Starwood, CEA ink new deal

Strategic partnership between airline and hotel group offers loyalty program members more perks

Starwood Hotels and Resorts Worldwide Inc and China Eastern Airlines announced an exclusive new strategic partnership called Eastern Explorer Rewards last week to offer more rewards to members of their respective loyalty programs, Starwood Preferred Guests and Eastern Miles.

The initiative, which is scheduled to begin in the fourth quarter of this year, will reward members with more privileges, including flight and hotel stay benefits as well as extra Starpoints and air miles, when they fly with CEA or stay at Starwood hotels and resorts around the globe.

Elite SPG and Elite Eastern Miles members who register for Eastern Explorer Rewards will receive exclusive rewards from each loyalty program.

Eastern Miles Gold members will have the opportunity to upgrade their hotel experience, receiving exclusive benefits including access to SPG elite check-in, 4 pm late checkout (subject to availability) and complimentary in-room internet access.

In turn, SPG Platinum members will enjoy Eastern Miles elite benefits such as priority check-in, boarding and luggage handling as well as complimentary access to CEA business lounges, when flying with the airliner.

Elite SPG and Eastern Miles members who register for Eastern Explorer Rewards will also earn bonus Starpoints on top of their usual earnings when they fly with CEA, and bonus Eastern Miles when they stay as SPG.

"We are thrilled to launch the Eastern Explorer Rewards, creating more flexibility, more privileges and more rewards for SPG and Eastern Miles members, in addition to elevating their travel experience," said Chris Holdren, senior vice-president of distribution, loyalty and partnerships at Starwood.

"This partnership provides the best of both Starwood Hotels and Resorts and China Eastern Airlines for our respective members."

It is the first reciprocal program between an airline and a hotel membership program in the Asia-Pacific region, following the Starwood's launch of Crossover Rewards with US carrier Delta Air Lines in 2013, along with Your World Rewards with Emirates Airline in 2015.

Eastern Explorer Rewards represents a key cross-border cooperative effort between two dynamic global companies.

With more than 1,000 destinations on its air transportation routes, China Eastern Airlines has expanded its business to 177 countries and regions.

The expansive network aligns with the high-end global destinations of more than 1,270 Starwood Hotels and Resorts in 100 countries.

In China, Starwood currently operates 160 hotels and is on track to double its portfolio in the next few years.

With a large and fast growing portfolio, the country serves as SPG's fastest developing membership base, with a massive 400 percent growth rate in the past five years, making it the second-largest base for SPG members after the United States.

SPG members make up 50 percent of all check-in guests in China.

"SPG continues to provide enticing benefits that enrich members' travels, extend guest selections and solidify their loyalty," said Stephen Ho, president of Starwood Asia Pacific. "As one of three major airlines in China, China Eastern Airlines flies to every corner of the world, a perfect fit with Starwood's global footprint in over 100 countries and regions.

"Together, we will leverage our expansive reach to attract greater loyalty in China, which is among the fastest growing travel markets in the world."

zhuanti@chinadaily.com.cn

(China Daily 06/04/2016 page10)