Starwood has really been an industry leader when it comes to their innovative partnerships with other travel providers. This has come in a few different forms.
For example, Starwood has partnered with Uber to offer bonus Starpoints for Uber rides, which is something that I know many SPG members have found to be a great partnership.
Starwood has also partnered with major airlines, which seems like a smart idea, given that many people who frequently stay in hotels also fly frequently. This includes their Crossover Rewards partnership with Delta and their Your World Rewards partnership with Emirates. Through these partnerships, Starwood elite members receive some benefits when flying with Delta/Emirates, while elite members of those airlines receive some benefits at Starwood hotels.