Starwood Preferred Guest® launches richest elite traveler benefits in history for global mega travelers – this small, but powerful, group drives 30% of the company’s profit. The more SPG members stay, the more choices are available and the more personalized the benefits become with standouts like lifetime status, first-of-its-kind 24-hour check-in and a dedicated Starwood ambassador who provides one-on-one service to uniquely tailor the guest experience.