Two-and-a-half new benefits by Marriott, trying to hold Starwood members

The world of pretty much every Starwood Preferred Guest elite member has turned upside down after Marriott's acquisition of Starwood was approved, once Anbang walked away from the price-war. SPG members have bemoaned the loss of some key benefits which Marriott, though a much larger chain than Starwood, does not offer - even to its elites.

So, in what can only be looked at as an attempt to respond to SPG loyalists' anxieties, Marriott yesterday announced the launch of certain new benefits. Here's what they've introduced, and why I'd like to call these, the two-and-a-half benefits (and not three).

First, let's take a look at the new benefits.

Experiences marketplace features ... a wide array of curated special events and opportunities for discovery. See one of the hottest shows on Broadway, hangout with your favorite sports team, take a private cooking lesson with a world-famous chef – redeem Marriott Rewards points and express your inner you. The experiences marketplace will be available globally to all members in late May. If you're thinking that this looks quite a lot like Starwood's SPG moments, you're on the right track.

Elite Concierge Service, in which ... An initial group of Elite members will be invited to participate in a new Elite concierge service. These members will have access to an Elite concierge with whom they will establish a one-to-one relationship. The personal concierge will be able to anticipate their unique needs, ensuring the member’s preferences are recognized and their desires are met before, during, and even after their stay. The program will launch in late May for U.S. members of Marriott Rewards traveling worldwide and will continue to expand. Again, this is similar to SPG's Ambassador service, that's made available to SPG Platinum members after 100 nights.

Guaranteed late check-out, where ... Gold and Platinum Elite members may request late checkout, which could be as late as 4 pm, when making a reservation by phone, when checking in using the Marriott Mobile app, or upon arrival at the hotel. This benefit is available at all fully participating Marriott Rewards hotels with the exclusion of resorts, convention hotels and Marriott Vacation Club. Marriott Rewards and The Ritz-Carlton Rewards will continue to offer Silver Elite members the benefit of requesting late checkout on their day of departure. Guaranteed late checkout launches globally on May 16. Guaranteed 4 pm late check out is something that Starwood offers to its Gold and Platinum members.

JW Marriott, Bangalore

So why two-and-a-half benefits?

The first two benefits above - Experiences marketplace and Elite Concierge services - are quite straightforward, and seem to offer what they claim to. However, not so with guaranteed late check out. According to this post by Ben on One Mile at at Time, the offer with late check out is only that it "could be as late as 4 pm". 

Basically, the guest can make a request for late check out, and the hotel will provide one. However, how late is late, is up to the hotel to decide. In other words, if a hotel has a 12.00 noon check out policy and you request for late check out, they'd be within their rights and yet comply with this benefit, if they offered you a 12.30 pm check out.

A grammarian might interpret it such that Gold and Platinum members may request late checkout as late as 4 pm, but that's not how SPG elites read it. And so, they're miffed.

And that's why I call it two-and-a-half benefits. It seems to promise something, but I'm not sure if it delivers what one would want it to.

Readers: Do you like these new benefits from Marriott, aimed at appeasing SPG elites? And what do you make of the guaranteed late check-out benefit?

Update: Marriott may actually be offering guaranteed late check-out till 4 pm.