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Starwood Unites All Their Brands With New ‘GO-TO’ App

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Maldives Promotion House – Starwood Preferred Guest (SPG), the award-winning loyalty program from Starwood Hotels & Resorts Worldwide, today introduces its new application for iPhone and iPod Touch, which utilizes state-aware technology to create personalized guest experiences across Starwood’s nine distinct brands. The latest development is part of Starwood’s ongoing commitment to tech innovation to meet the needs of today’s connected global traveler—for example, Starwood was the first in the industry to offer FaceTime customer service, a feature that’s built into the new SPG app. The app also includes fully integrated booking, member information, comprehensive hotel searches and travel details, customer service and social media.

Meeting the Needs of Today’s Mobile Traveler

A still-growing trend in the hospitality industry, Starwood’s mobile revenue has increased by more than 300 percent year-over-year, and the company has found that the patterns of travelers using mobile devices to book rooms are markedly different from those of more traditional web bookers.  For instance, two-thirds of mobile bookings are within 24 hours of the stay, triple that of web bookings.

“Mobile is a vital part of our business’s future, and it’s fast becoming the preferred way to book travel in both established and emerging markets around the world, such as the United States and China,” said Chris Holdren, Senior Vice President of Starwood Preferred Guest and Digital. “We’ve built the new SPG app to be an all-in-one travel tool that connects our guests with all of the information they need to enhance their experience during their journey with us.”

Following guest feedback and member focus groups, SPG integrated key features into the app instead of directing to an outside mobile browser, creating a faster, more user-friendly experience. New options include the ability to find hotels by airport code or map and a streamlined home screen with “tiles” that are easily tapped or swiped to access frequent requests, such as account information, upcoming stays, customer support and special offers.

State-Aware Interface

The SPG app is the first in the travel industry—and one of the first apps ever—to utilize state-aware technology, creating an interface that unites all nine of Starwood’s distinct lifestyle brands and its nearly 1,100 hotels and resorts; and adjusts the app’s look, feel and content depending on whether the user is planning, en route or already checked in to a specific hotel. Starting 48-hours before a guest is scheduled to arrive at a Starwood hotel or resort, the app sends a push notification; and the “My Stay” interface becomes reflective of the specific brand and property, with home-screen access to key information such as hotel address in both English and the local language, weather, directions and hotel amenities. Once at the hotel, the guest’s stay is enhanced with integrated content such as their room number, on- and off-property dining and activity suggestions, and in-app access to social media channels such as FourSquare and Facebook.

The app also offers an “Explore” tab for discovery when users don’t have a specific destination in mind. Explore provides customized hotel recommendations based on individual preferences such as trip type (e.g., beach, city, wedding), brand, SPG category and interests.

Personalized, Guest-Centric Interface

As part of Starwood’s continued dedication to personalized guest service, the new app includes extensive content that’s easily filtered and customized. Members can use the app to store all relevant information about their SPG profile and upcoming and past stays, as well as send hotel confirmation or other details to anyone via text or email. And, it incorporates location-based services to connect users, as needed, to the closest customer care center, in addition to a live FaceTime support option.

“The new SPG app will help us build even deeper relationships with our loyal guests and provide them with relevant content not only while on-property but also before and after they stay with us,” said Mark Vondrasek, Senior Vice President, Starwood Distribution, Loyalty & Partnerships. “The app is carefully calibrated to reflect the SPG brand as well as the unique personality of each hotel but, more importantly, to reflect what’s most important to each guest. While some users will love tapping through the gorgeous hotel photos and reading the rich content, others will use the app strictly for practical purposes; and the app lets them customize their own experience.”

Starwood’s mobile team partnered with Bottle Rocket to design and develop the SPG app—resulting in smart, intuitive navigation that seamlessly integrates SPG and hotel-specific branding into the iPhone’s famously user-friendly interface. The app, currently available for free from the App Store on iPhone, iPod Touch and iPad or at www.spg.com/iphoneapp, is the latest development in SPG’s evolution into a hyper-personalized guest services platform (earlier this month, SPG unveiled a suite of elite member benefits, including 24-hour check-in, access to a Starwood ambassador, confirmable upgrades and free breakfast). Currently available in English worldwide, the SPG app will be updated throughout 2012 with additional versions in Mandarin Chinese, Japanese and the Romance languages; and new devices such as the iPad.

Insider Reviews

Discovering The Machchafushi Universe through sight, sound, scent, touch and flavour

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At Machchafushi Island Resort & Spa Maldives, The Centara Collection, the island is not simply the setting for the guest experience. It is the experience itself. Set within the South Ari Marine Protected Area (SAMPA), Machchafushi, meaning ‘Fish Island’ in Dhivehi, is defined by its relationship with the surrounding ocean, the life that inhabits it and the traditions that have shaped its identity.

Once a secluded, uninhabited island, Machchafushi has evolved while retaining its connection to the natural environment and cultural character of the Maldives. Today, its award-winning house reef, five times the size of the island, creates an underwater world inhabited by more than 1,000 species of reef fish and more than 200 varieties of coral. Beyond the reef, the waters of South Ari Atoll offer year-round opportunities to encounter whale sharks, manta rays and other marine life, while the 52 metre Kudhi Maa shipwreck has become a thriving underwater habitat of its own.

This sense of place forms the foundation of The Machchafushi Universe, a sensory expression of the island that invites guests to experience Machchafushi through sight, sound, fragrance, touch and flavour. Here, the senses are not experienced in isolation. The colour and movement of the reef are accompanied by the rhythm of the ocean, the feel of warm water against the skin and the salt carried by the breeze. Later, the flavours of the sea and the wider island find their way to the table. Together, these impressions create a deeper connection with the destination.

“Machchafushi has always had a character of its own. It comes from the environment around us, from the marine life and the reef, from the Banyan Tree and the traditions connected to it, and from the people who bring our experiences to life. The Machchafushi Universe gives us an opportunity to bring these elements together and allow guests to experience the island in a more meaningful way, through all of their senses,” said Francesco Pompilio, Cluster General Manager, Machchafushi Island Resort & Spa Maldives and Centara Ras Fushi Resort & Spa Maldives.

The experience begins with what can be seen. Beneath the surface, coral gardens come alive with reef fish, turtles, stingrays and reef sharks, while the Kudhi Maa shipwreck rests between 52 metres beneath the surface, its structure now covered in coral and inhabited by glassfish, trevally, snapper, lionfish, batfish and groupers. Around the atoll, encounters with whale sharks and manta rays offer a different perspective on the scale and diversity of the marine environment.

Above the water, the island reveals another landscape. The more than 200-year-old Banyan Tree, known as the Ummeedhu Tree in Dhivehi, meaning ‘Wish Fulfilment’, stands at the heart of the island, its roots reaching deep into the earth and its branches extending towards the sky. The changing light across the lagoon, the movement of birds through the vegetation and the shifting colours of the ocean create a visual landscape that changes naturally throughout the day.

Sound gives the island its rhythm. Along the shoreline, waves move across the reef, birds call from the vegetation, and the breeze moves through the palms. Beneath the surface, the soundscape becomes quieter, shaped by the movement of water, the rhythm of breathing and the subtle sounds of a living reef. A snorkel across the house reef or a dive to the Kudhi Maa becomes as much an auditory experience as a visual one, bringing guests into a world where the sounds of the island recede and the ocean takes over.

The human rhythm of Machchafushi adds another layer. The preparation of a Thai dish at Suan Bua, the movement of a traditional wellness treatment and the unhurried pace of service create their own sounds across the island. Together, they form an understated soundtrack to a place shaped as much by moments of stillness as by discovery.

Fragrance carries the character of the island on the breeze. Salt air and sea spray accompany the shoreline, while coconut, coastal vegetation and the earth beneath the island offer subtler notes further inland. The scent of freshly prepared ingredients emerges from the kitchens, while at SPA Cenvaree, natural aromas meet the traditions of Thai wellness through essential oils, botanical ingredients and traditional Thai treatments.

Touch offers perhaps the most immediate connection with Machchafushi. Bare feet meet warm sand, cool water moves across the skin and the gentle resistance of the sea changes with every stroke. Entering the water for a snorkel or dive creates a physical connection with the underwater world, from the sensation of descending through the water column to the changing currents around the reef. Kayaking and paddleboarding offer another way to experience the lagoon, allowing the surface of the water to become part of the journey.

On land, touch takes on a quieter character. Traditional Thai massage and wellness treatments at SPA Cenvaree centre on movement, pressure and balance, while beneath the Banyan Tree, the Sacred Thread Ceremony offers a more personal connection through a simple cultural ritual. In different ways, each experience brings guests closer to the island.

Flavour completes the sensory journey, reflecting the diverse influences that form part of Machchafushi’s identity. At Suan Bua, traditional Thai cuisine is presented through authentic flavours and techniques, while Mare Azzurro Italian Coastal Cuisine draws on the simplicity and character of Italian coastal cooking. The Reef presents an indulgent all day dining experience, with a variety of world cuisines served buffet style, from local Maldivian specialities to international favourites.

At Aqua and Coral Bars, classic cocktails meet island inspired signatures, adding another expression of the destination to the glass. Beyond the restaurants and bars, dining experiences bring cuisine into the island landscape, allowing the setting itself to become part of the occasion. From the waters surrounding Fish Island to the flavours served upon it, the connection between Machchafushi and the sea finds its way naturally to the table.

A first snorkel may reveal a turtle moving across the reef or a reef shark passing through the shallows. Further exploration brings coral formations, schools of tropical fish and the quiet presence of the Kudhi Maa. For experienced divers, sites such as Kudarah Thila, Broken Rock, Dhigurah Beyru and Maamigili Corner offer opportunities to encounter a wider range of marine life and underwater environments. Night snorkelling introduces yet another dimension, revealing a reef transformed after dark.

For those venturing further into the atoll, whale shark encounters offer a profound sense of scale. South Ari is renowned for year round whale shark sightings, allowing guests to experience these gentle giants in their natural environment. Manta rays, turtles, sharks and schools of tropical fish add to a marine landscape that is constantly moving and evolving.

Together, these experiences form a more complete expression of Machchafushi. The island is not defined by a single attraction, restaurant or wellness ritual, but by the relationship between its natural environment, cultural heritage, marine life and the people who bring the destination to life.

Machchafushi is, ultimately, an island that reveals itself gradually. Not through a single moment, but through the accumulation of sensory impressions that stay long after the experience itself has passed.

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Maldives’ first island-to-island zipline receives global excellence award

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Zipline Maldives, the first island-to-island zipline in the Maldives, has received the Global Excellence Award for “World’s Most Beautiful Zipline – Maldives” at the Global Brand Awards 2026.

The recognition was presented as part of Season 2 of the Global Brand Awards, Sri Lanka Chapter. The certificate of achievement was presented to Ibrahim Asim of Vahmaafushi Picnic Island, recognising the project’s contribution and performance.

Located in South Malé Atoll, Zipline Maldives connects Maafushi with neighbouring Vahmaafushi, taking riders across 428 metres of open ocean between the two islands. The attraction, which opened earlier this year, introduced an island-to-island zipline experience to the Maldives and has added a new adventure tourism offering to the country’s local island sector.

The ride takes approximately 45 to 60 seconds and operates on two parallel lines, allowing two people to travel side by side. According to Zipline Maldives, more than 2,000 riders from over 50 countries have used the attraction since its launch.

The experience begins in Maafushi and crosses the lagoon to Vahmaafushi. A standard booking includes the 428-metre zipline ride, safety briefing and equipment, a return speedboat transfer, a welcome drink and access to Vahmaafushi Island. The attraction is open to riders aged six and above, subject to a weight range of 40 to 110 kilograms and operating conditions.

Vahmaafushi was developed as an experience-focused island close to Maafushi, combining the zipline with beach visits, dining, private celebrations and other island activities. Located around two minutes from Maafushi by boat, the island forms part of efforts to expand the range of experiences available to visitors staying in one of the Maldives’ largest local tourism destinations.

The zipline was introduced commercially in May 2026, with its operators positioning the over-ocean crossing as a new attraction for tourists and residents. Its location near Maafushi also allows visitors staying in the wider South Malé Atoll area to incorporate the activity into day excursions.

The Global Excellence Award marks an international recognition for the attraction within months of its opening, as local tourism operators continue to introduce experience-based activities alongside the Maldives’ established accommodation and marine tourism offerings.

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Maldives’ Dhigurah ranked among world’s 10 most valuable beaches

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Dhigurah in Alifu Dhaalu Atoll has been ranked among the world’s 10 most valuable holiday beaches, with its stretch of sand assigned an estimated value of MVR 2.9 billion (€162.7 million) in a study by luxury villa holiday specialist CV Villas.

The island placed eighth in the global ranking, ahead of Seven Mile Beach in the Cayman Islands and Copacabana in Rio de Janeiro, Brazil.

The study calculated the hypothetical cost of owning some of the world’s best-known beaches by valuing the sand as coastal land. The figures do not represent sale prices or suggest that the beaches are available for private purchase.

Dhigurah was the only Maldivian beach included in the global top 15. Known for its long sandbank and proximity to whale shark habitats in South Ari Atoll, the inhabited island has become a destination for guesthouse tourism, diving and marine excursions.

Florida’s Siesta Beach topped the global ranking with an estimated value of €1.08 billion, followed by Pampelonne Beach in France at €843 million and Praia da Falésia in Portugal at €573.2 million.

Grace Bay in the Turks and Caicos Islands was ranked fourth at €376.4 million, while Bondi Beach in Sydney completed the top five with an estimated value of €365 million.

Hannah Marshall, luxury travel destination expert and marketing manager at CV Villas, said the research highlighted the role of location in determining coastal land values.

“Everyone has a beach that means something to them, so there’s something fun about seeing what those stretches of sand might be ‘worth’ if you valued them like the land behind them,” Marshall said.

“What comes through is how much location drives the figure: a beach in St-Tropez or on Siesta Key carries a value that a quieter shore — even just as beautiful — simply won’t.”

While Siesta Beach had the highest total estimated value, The Baths on Virgin Gorda in the British Virgin Islands recorded the highest value per square metre, at €8,846. Princess Diana Beach in Barbuda was the most affordable beach assessed, at approximately €199 per square metre.

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