Starwood Hotels & Resort’s and its Starwood Preferred Guest programme are introducing a new online travel blog.
TheLobby.com is designed to create an emotional connection and foster a sense of belonging among the ‘uber travellers’ who participate in Starwood Preferred Guest, as well as all travellers in search of exclusive insider tips on travel, destinations and more.
With a focus less on the transactional and more on lifestyle and experience, TheLobby.com is meant to capture people’s passion for travelling and hotels, as well as the unique camaraderie among globe trotting travellers who spend the better part of their life on the road.
TheLobby.com’s robust editorial section is led by Marc Schiller, CEO of ElectricArtists, and is staffed with a team of travel writers recruited from popular travel-related weblogs. Notables from within Starwood’s brands and hotels will also participate on the blog, including a regular column by Starwood associate William Sanders, a.k.a. The Starwood Lurker, who has been featured in USA Today, The New York Times and the Wall Street Journal for his candid participation in customer chat rooms such as Flyer Talk.
“Starwood Preferred Guest strives to be an industry leader and innovator. By creating an experience outside of the corporate box, we believe TheLobby.com will establish more personal relationships with members in a new and non-traditional way,” said Robin Korman, Vice President of Loyalty Marketing for Starwood. “It’s all about fostering a sense of community for our members where we can showcase and celebrate their experiences and passion for travel and provide access to great ‘insider’ editorial content.”
The Lobby.com will provide visitors with insider peeks into new hotels and guestrooms, secrets from the “back-of-the-house,” chats with internal and external experts such as design executives, golf pros and chefs, destination pieces including cool places to go in hot cities penned by W concierges, how to play tough holes on resort courses by PGA players or associates’ favourite restaurants and things to do in locations around the globe. Regular columns include “My Favourite Hotel,” “Room with a View,” and “It Happened Here.” Other features include top ten lists and weekly contests and giveaways, travel tips and trend reports on fashion, travel and high tech gadgets.