• by Tameka Kee , August 9, 2007

Starwood Hotels & Resorts has rolled out a newly revamped consumer loyalty Web site with production support from Firstborn Multimedia.

In addition to providing the requisite property info and booking functionality all on one page, the new site at www.SPG.com aims to create a highly customized experience for Starwood Preferred Guests through the "My SPG" portal.

My SPG allows members to access their account, choose the information displayed, and search for Starwood properties that are linked to their interests and favorite travel destinations. Users can also add the Starpoint Tracker to their page, a tool to manage their customer reward or "Starpoint" balances and wish lists.

Members can access 'SPG Check-In' on the site, a downloadable application that sends special coupons and offers based on their preferences right to their desktop, PDA, or other mobile device daily. The application also feeds travel buffs the top stories of the day from TheLobby.com, the Starwood Preferred Guests' travel blog.

SPG.com's 'Hotel Explorer' feature is a tool that lets users find new travel destinations and hotels based on their predefined interests. After members enter their destination and activity preferences on the first visit, the 'Hotel Explorer' will offer new, user-specific hotel and trip options with one-click.

"The new SPG.com offers our members an easy way to book a stay, manage their account and access insights and recommendations on great new destinations that cater to their interests and travel persona," said Robin Korman, vice president of loyalty marketing for Starwood Hotels & Resorts Worldwide, Inc.