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by Michael J. Shapiro | February 08, 2012

 Starwood Hotels & Resorts rolled out new perks last week for its elite Starwood Preferred Guest program members, based on a three-year personalized ambassador service pilot program the company recently wrapped up. Among the new benefits are Your24, which gives members who spend at least 75 nights per year at Starwood hotels their choice of check-in and checkout times; someone who checks in at 10 p.m. wouldn't have to check out until 10 p.m. on the day of departure. All loyalty club members who spend at least 100 nights annually are invited to participate in a personal ambassador program, through which an ambassador works one-on-one with the guest to customize each trip. And members who have accumulated at least 250 total nights and maintained elite statues for at least five years will be eligible for Lifetime Gold status; those with 500 or more nights and 10 total years of Platinum status will be awarded lifetime top-tier status. With these changes, noted Starwood CEO Frits van Paasschen, Starwood is aggressively seeking the loyalty of the world's “mega travelers," because just 2 percent of travelers drive 30 percent of the chain's profits.