Starwood hotels including Sheraton, Westin, W, St. Regis and Le Méridien is moving to 24-hour room stays with check-in and check-out at any hour of the day (or night) for top-tier members of the Starwood Preferred Guest programme.
Under the Your24 scheme, Starwood says it will abolish set check-in and check-out times in favour of ‘around-the-clock’ service.
This is a boon for business travellers who often find that flight schedules don't match up with hotel arrival and departure times.
This includes early arrivals which see you landing at 6am, but unable to get into your room until the early afternoon, and of course late-night flights where you have to check out of the hotel long before your 11pm departure.
Starwood's Your24 scheme also allows a full 24 hour room stay: if you check-in at 8am on a Monday, for instance, you'll have the room through until 8am Tuesday.
It's available to Starwood Preferred Guest members with Platinum status who spend 75 or more "eligible nights" at Starwood hotels.
“We’re constantly striving to make travel as personalized as possible for Starwood Preferred Guest Members, and that means fresh thinking around long-standing industry practices" said Starwood exec Mark Vondrasek.
"Your24 reflects very clearly that the preferences of our guests drive how we do business, and that’s another reason why Starwood and SPG have earned such intense loyalty with global travelers."
Over to you: would 'anytime' check-in and a full 24-hour room win your loyalty to a particular hotel brand?