Starwood’s Platinum renewal gift — nice gesture!

There are some gestures by loyalty programs that create a lot more goodwill than their value suggests. For example, one of my favorite Executive Platinum perks with American is that I get a free drink and snack whenever I’m in coach. I typically don’t drink so the snack is worth at most $10 at retail (the actual cost to American is maybe a couple of bucks). But you know, I actually feel like the airline appreciates my business when the flight attendant proactively offers me the drink and snack for free and thanks me for my business. It’s brilliant, because I often have a more favorable impression of American when my upgrade doesn’t clear than when it does.

Similarly, I got an email from Starwood a couple of weeks ago offering me a Platinum renewal gift:

While it’s nothing huge, it sure is a nice gesture to be offered something you weren’t expecting. I selected the $25 award certificate, which is good as cash at any Starwood property. It arrived in the mail today:

Again, it’s not a life changing reward, though it makes me a feel a whole lot more favorable towards Starwood than the $25 value (at retail) suggests. It’s gestures like these I wish we’d see from more loyalty programs. Kudos!


  1. I just qualified for Gold for the first time and got a similar email (choice of $25 or 3-month Hulu+ instead of 6-months). Seems a teeny bit odd that the $25 would be the same for Platinum, but who can really complain about free?

  2. Starwood gets it. I’ve never seen members of any other loyalty program so passionate about advocating for the brand.

  3. i became starwood platinum member in Jan and feb. Starwood sent me an email yesterday to invite me to stay in spg again after 6 months away and reward either 2,000 pts, $25 spg certificate or 20% off. their promotion is at its website

    btw, when does spg oct-dec triple pts bonus promotion registration start?

  4. For those who used to receive the year-end gift of 50% off points redemption on an award stay, this is a reminder of how diluted the Plat tier of SPG has really become.

    Combined with the increasingly common routine of having to fight for upgrades, this tells me I made the right choice in leaving SPG far behind.

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