Trip Reports - A Visit to Starwood HQ




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QuietLion
May 24, 00, 8:22 am
Austin is my middle name

Starwood Hotels and Resorts needed me to fly down to Austin to tell them how to run their business so they booked me, along with four other frequent travelers, a Wall Street Journal reporter, and loyalty-program guru Randy Peterson, on an all-expenses-paid junket to the Texas Capital. At my request they booked me on United—I figured they couldn’t really argue with my request to fly my preferred airline—and when I got the itinerary I only needed to adjust it a little bit to find the planes with upgrade seats available.

Hunnybear drove me to LAX in her new black Volkswagen Cabrio. The morning clouds by the shore had been thick for the last few days, which is apparently common for May and June, but the temperature was already climbing into the 60s by 7 a.m. Despite some pretty heavy airport traffic I was at the First Class/1K line about 15 minutes from the time we left home. I had brought a box of books to give away to the Starwood people to thank them for inviting me so I checked the box and carried on my clothes and laptop.

I popped into the 1K room to schmooze with the angels then went right on board the 777 to Denver. It was an updated model with First Suites in employee class. The employees, along with a couple sleepy Asian businessmen, seemed to enjoy them. I had seat 8D, a middle aisle in the front row of Business Class, with an empty seat next to me. We had a nice preflight drink service and a well-dressed, attractive crew. We pushed back on time and listened to a particularly scolding safety announcement in which the steward stressed a number of times that we were prohibited from moving about the cabin when the seat-belt sign was lit. I would rather hear a reminder that it’s dangerous than be told over and over again what risks United Airlines and the U.S. Government deem appropriate for me to take with my life and limb.

There was no choice of breakfast in Business Class but we all got a nice sampler plate consisting of two small cranberry pancakes, a quiche-like thing, a sausage, and a small disk of hash-brown potatoes. This was accompanied by some very fresh fruit and a croissant. I read a book and watched the airshow the whole flight rather than the four channels of video programming and before I knew it we were at Denver 15 minutes early. I met Steve’s flight from Seattle a few minutes later and we headed to the Red Carpet Club to make phone calls and check email.

Our connection to Austin was on a 727 in seats 1A and B. Our flight attendant, Leonard, smashed the ice quietly but there was no preflight drink service. We had an unexplained 15-minute ground delay and finally took off a half-hour after scheduled departure. Lunch was a choice of Tuscan Wrap or Chicken Caesar and as always I got the salad. The Santa Barbara Chardonnay served with it was oaky without being presumptuous. We landed in Austin 15 minutes late and were met by a driver at the gate. We waited for Randy to make his way off the plane (he was in coach, astonishingly, being “only” Premier Executive) and headed down to baggage claim to wait for my box of books. Randy insisted on carrying my box all over Texas for me. Thanks Randy.

We piled into the black Town Car and were whisked to the Barton Creek Country Club, a non-Starwood property where Starwood was putting us up. Apparently the Sheraton was full and they didn’t want to put us at the Four Points. Well. I walked into my room and discovered it to be an enormous two-room suite overlooking a construction site. Laid out on the bed for me were a whole bunch of thoughtful prizes including Red Sox paraphernalia and my favorite snack foods. They had called me a week earlier and asked me a bunch of questions about my favorite things—here was the reason why.

Around 7:15 we went down to the lobby and met the other folks and the Starwood people, who were all very nice and sharp. Two stretch limos took us to a private residence—the home of one of the Starwood VPs—where we had cocktails and a fabulous dinner as we got to meet each other and swap stories. The general consensus was that Starwood was doing everything right, but I promised to find a couple things to tear into them about tomorrow so they would get their money’s worth. After dinner they gave us still more very generous gifts before whisking us back to Barton Creek.

I learned a couple things, although they were pretty tight-lipped about their plans. One, they do have a plan for Las Vegas now that they’ve lost the Desert Inn—they just wouldn’t tell me what the plan was. Two, we can look for a for-real “Starwood” co-branded card, probably from AmEx, in the near future to replace the embarrassing “ITT Sheraton ClubMiles” still imprinted on the Optima. They are committed to anything with the Starwood name on it being the best in the business. And three, the Heavenly Bed is just the beginning! Look for the rollout of more Heavenly room appliances soon…

Next: Inside the war room!


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Catman
May 24, 00, 9:12 am
I'm ssssooooooo disappointed I could not go to this. My boss laughed when I said I wanted time off to try out a hotel's frequent guest program.

Half of the people in my place don't know what Starwood is.

Keep the FOUR PAWS UP TRIP REPORTS COMING Mr. Lion and share your impressions with me when we meet again! http://www.flyertalk.com/forum/smile.gif

Hunnybear
May 24, 00, 4:10 pm
That is SO 5-star! Both the report and the trip itself! http://www.flyertalk.com/forum/biggrin.gif


BostonBoy
May 24, 00, 4:53 pm
Excellent report. I eagerly await furher installments. http://www.flyertalk.com/forum/smile.gif

bagold
May 24, 00, 8:04 pm
Great report!!! Eagerly awaiting your report on the inside of the war room!

doc
May 24, 00, 9:20 pm
Catman expresses my sentiments exactly! http://www.flyertalk.com/forum/wink.gif

Guess you have to have been Starwood "Plutonium!" to be selected? http://www.flyertalk.com/forum/wink.gif No simple SPG Platinums will/would do! http://www.flyertalk.com/forum/frown.gif

BIM
May 24, 00, 9:33 pm
QL:

What an idea! - now you need to convince United that they need you to do this same type of consulting for them, and that you'll need to travel all over the world (in F, of course) to gather data! http://www.flyertalk.com/forum/wink.gif

ThirdDegree
May 25, 00, 1:06 am
This one sounds like a classic-in-the-making. I can't wait for more, and I second BIM's suggestion. http://www.flyertalk.com/forum/smile.gif

QuietLion
May 25, 00, 9:55 am
Turning the battleship

I woke to the sounds of hammering and truck-reverse alarms at 6 a.m. Two men 10 feet from my bedroom window were up on scaffolds working on the building façade. I arranged my pillows to sit up in bed and the bed frame collapsed, sending me crashing to the floor. I laughed so hard I could barely read FlyerTalk with my laptop jiggling on my belly. I packed up all the prizes Starwood had given me and headed down to the lobby, forgetting to check out or tell management about the broken bed. I was still half asleep—their fault for waking me up with construction noise. Pthpp.

At nine we piled into limos and headed into town for a tour of Starwood Preferred Guest headquarters. Klaus, the director of customer service, gave us a brief slide show describing their research and aims. Not surprisingly their research showed that room upgrades and preferential treatment were by far the most desired facets of a frequent-guest program by their customers.

After the slides we headed over to the work area for the opportunity to listen to actual customer-service calls. I plugged my headset in with one of the angels and listened as he took two calls. The first guy wanted to know what award category the three Seattle properties were. I could have told him that. Westin and Sheraton, category 3; W, category 4. Then another guy called with several questions. First he asked if he could use his Free Fridays this coming weekend. “No,” I thought. “June 15.” “Unfortunately not,” said the angel, “The first opportunity would be June 15.” Then he asked where his $50 leisure certificates were. The angel said he should be receiving them shortly if he hadn’t already but that he would check into it. From FlyerTalk I knew they had been mailed Monday.

Then the caller pointed out a bug in the web site. He only had seven nights under the Free Fridays and Saturdays program but the web site told him he already had two Free Fridays and two Free Saturdays to redeem. Our angel confirmed that he needed three more stays (as the web site also said). Then the guy wanted to book his free weekend at the Sheraton Fisherman’s Wharf in San Francisco. No! I screamed. Why would you use your free nights at the cheapest hotel in the city? Aaaaaaaaaaaaaaaah… They dragged me away from the console mentioning that it was time for our next activity. “They were mailed Monday!” I called out ask they took me away. “Those $50 certs are in the maaaaaaaaaaail—“

I could have stayed a lot longer listening to calls. It was fun.

Now it was time to work. The entire SPG brain trust piled into the conference room with us and asked us what they could do to improve the program. I’m not going to post the details here since I don’t think it’s right to post it in public for their competitors to see, but they were very receptive. So receptive, in fact, that when we brought out a couple of our “wish list” items, the unbelievable happened. The SPG kingpins made eye contact with each other and basically said, “We can do that.” They made it sound like not only were they willing to consider it, but they could have it up and running tomorrow! Based on their positive response I would not be surprised to see at least one pretty cool new benefit added to the program within the next few months.

Overall most of us were very positive about the program as it exists. I was particularly impressed with the intelligence and focus of the SPG executives. Jim, the VP of Preferred Guest, was smart as a whip. I could see his face light up and the wheels turn in his head as he considered the ramifications of everything we discussed. I was blown away with the degree they seemed to be empowered to run and change the program as they see fit, steering the battleship without having to call a meeting of the board of directors. Hoyt, the senior VP in charge of SPG, impressed me with his forthrightness and customer-first attitude. They are already the best and working hard to improve even more.

Return to LA

The limo dropped us at Austin’s new airport two hours ahead of flight time. There was one person ahead of Steve, Randy, and me as we approached the Premier/First Class check-in line. We surprised the novice agent by presenting three different tickets to three different destinations all at once. I told him at least we were all leaving from the same place. There was no way for Steve or Randy to upgrade as once again the flight was packed with 1Ks. He collected three 500-mile certs from me since my upgrade was confirmed all the way through to LA. Randy got us into the Continental lounge and we all made phone calls and worked on line until flight time. It was nice to meet mauld, who warmed me by offering to buy us all a drink when her flight was delayed four hours—until I realized drinks were free at the Continental club.

I took seat 1A on the 727 to Denver. The incoming flight had been late and we lost even more time because there were no luggage templates at Austin so it took people forever to load their bags. They didn’t have pre-boarding for elites on this flight because they said it was 80% Premiers! It makes sense. Who in their right mind would fly United to Austin if he weren’t a UA loyalist? Steve, who had the bulkhead in coach, had to gate-check his bag because all the space was gone by the time they let him on.

My seat opponent was a confirmed 1B man as I suspected. He tried to sleep but I spent the whole flight climbing over him to get stuff out of my luggage, use the facilities, and torment the coach passengers. Served him right for taking my seat.

We landed in Denver a half-hour late and then, as happens much too frequently, waited on the ramp for a gate. I don’t know what it is about Denver. United practically owns the airport but they can’t find a free gate. We finally got off. I didn’t have time to say goodbye to Randy or thank him one more time for inviting me to this great shindig. Steve and I trotted down to B39 and B41 for our respective flights and said our goodbyes. I stood around in a chaotic crowd waiting for boarding to begin.

The DEN-LAX leg was on a two-class 767-300. They called First-Class boarding. I got in the back of the line—there are 34 First-Class seats on this plane—and as usual got passed by people shoving their way to the front. The guy in front of me asked one lady if there was any particular reason she was walking in front of us. She mumbled something about people not moving and I think was sufficiently shamed. Glad I didn’t have to do it.

This plane is my least favorite in United’s fleet. The cramped First-Class cabin has small overhead bins and the ones over the bulkhead seats are reserved for emergency equipment. While I was carrying my bags to the closet, in the rear of the FC cabin, I got missed on the preflight drink service so I went up to the galley, reached my arm between two stewardesses chatting about their problems, and grabbed a glass of water.

I was in seat 1H, the starboard aisle bulkhead. My seat opponent, a fellow 1K, turned out to be the guy who sells United the salads it serves in Economy Class. He cuts, washes, and mixes five-pound bags and sells them to Dobbs, the caterer. I relayed to him Starman’s comments about the decline in First Class salads out of Denver. He said those weren’t his, but that he thought they used mostly “spring mix,” which was ten different varieties of baby lettuce. The salad we got was very nice, baby lettuce as promised and a heart of palm. I nibbled on a barbecued chicken and he had a nice-looking pork chop. I tried the red wine this time, an excellent cabernet. Service was good for the rest of the flight but the video was Suddenly Susan with Brooke Shields, who still can’t act even with the sound off.

We got put in a holding pattern over Palm Springs due to some unspecified problem at LAX. Later they said they switched runways, so I guess they were using reverse patterns earlier in the day. We got in almost an hour late. Hunnybear was already waiting for me because the web site said the flight had already landed a half-hour ago. She whisked me home and welcomed me in her special Hunnybear way.

This was a very special treat. I wish I had had more time to spend with Randy, mauld, Lauren, and Bobby (who I think may become a Starwood convert). It was fabulous to finally meet Randy in person, whom I had respected for years and years since the beginnings of frequent flying. It's past time for an FT gathering at the House of Miles... Thank you Randy. Thank you Starwood.

The end.


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[This message has been edited by QuietLion (edited 05-25-2000).]

mauld
May 25, 00, 11:18 am
Sorry to hear about your 'suite' problem, but now I guess I can't be that jealous http://www.flyertalk.com/forum/tongue.gif!

Seriously, it was great meeting with all of you!

Rudi
May 25, 00, 11:38 am
great writing - great reading - great report. Danke!

geo1004
May 25, 00, 12:21 pm
As always QL, an excellent report. Thanks.

jetsetter
May 25, 00, 2:03 pm
Thanks for the report, QL!

AnnaS
May 25, 00, 3:42 pm
I, too, was invited to do this & was not able to get away. Sounds like a great trip though! Maybe next time... http://www.flyertalk.com/forum/smile.gif

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Regards,
- Anna

BostonBoy
May 25, 00, 3:51 pm
Trip of a life time! http://www.flyertalk.com/forum/smile.gif

PS: Is Starwood looking for any new res agents? Tell them to put you on the top of the line!

stimpy
May 26, 00, 11:04 am
Man I wish I'd know as I just got back from Austin last night. You must really be a UA loyalist QL, I took AA rather than risk doubling my delays by having an connection. Plus they have an excellent Admiral's lounge in AUS.

QuietLion
May 26, 00, 1:20 pm
I'm not in a hurry. http://www.flyertalk.com/forum/wink.gif

Nanook
May 30, 00, 10:51 am
QL, how did Starwood choose you to participate in this great session? It was awfully astute of them, but how did it come about?
Great report, by the way.

QuietLion
May 30, 00, 11:03 am
Beats me! http://www.flyertalk.com/forum/smile.gif



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