Starwood Partners With Emirates Skywards

Both operators’ premium travellers will now be able to enjoy mutual benefits, earning points and rewards.



Starwood Hotels & Resorts Worldwide has struck a deal with Emirates enabling both operators’ premium travellers to earn points and rewards.

Your World Rewards, launching on November 19, allows Elite SPG members to earn one Starpoint per dollar, in addition to Skywards Miles, on all Emirates flights, while Skywards silver, gold and platinum members can earn one mile per dollar, on top of Starpoints, for stays at Starwood hotels globally.

SPG Platinum members can enjoy Skywards Elite benefits such as priority check in and boarding, and will receive free e-gate cards for flights in and out of Dubai.

Skywards platinum and gold members will receive SPG elite check in, 4pm late check-out and free in-room internet.

Starwood, which has had a two-year loyalty partnership with Delta, can now tap into Emirates’ growing network while the airline can ride on Starwood’s international expansion, where 75 per cent of its new hotels are in emerging markets.

Emirates is launching new routes and adding A380 capacity in the US, where Starwood operates more than 500 hotels. The tie-up does not extend to Emirates’ global partner Qantas.

Launching the programme, Frits van Paasschen, president & CEO of Starwood, said it would look to develop mutual “emotional” benefits, whether it is through SPG experiences or Emirates’ access to sporting events through its numerable sponsorships.

Michael Wale, Starwood’s president for Europe, Africa & Middle East, said: “Emirates was the obvious choice, we have hotels in approximately two-thirds of their destinations but where we don’t is where we want to go.”

When they looked at both databases “there was very little crossover”, providing both operators with opportunities for growth. In line with data protection rules, Starwood will check names are matched but won’t share personal data.