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Starwood ditches Moments scheme

Starwood Hotels & Resorts has integrated Le Meridien’s reservations, distribution, loyalty and sales functions into its global infrastructure and sales and marketing systems, following its acquisition of the European chain in November.

Starwood Hotels & Resorts has integrated Le Meridien’s reservations, distribution, loyalty and sales functions into its global infrastructure and sales and marketing systems, following its acquisition of the European chain in November.

As part of this integration, Starwood has disbanded the Moments Le Méridien loyalty programme. Instead, all Le Méridien hotels now join the Starwood Preferred Guest programme. Moments members now have access to Starwood’s entire global network with its eight brands and 850 hotels in more than 95 countries. Likewise, Starwood Preferred Guests can benefit from the addition of over 100 Le Méridien hotels, which nearly doubles Starwood’s hotel footprint in Europe, Africa and the Middle East.

“The assimilation of Moments into Starwood Preferred Guest not only provides members with many more options around the globe, but also enables Starwood to market to a whole new group of international travellers,” said Javier Benito, executive vice president, starwood. “The alignment of the Le Méridien brand with a larger, multi-branded hotel group has terrific benefits for the brand.”

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