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App Launch: Starwood Expands Android App to Chinese Market

Our partner, Starwood Hotels & Resorts, expanded the Starwood Preferred Guest program by releasing an Android app for Chinese consumers – the brand’s fastest-growing market. 

Starwood operates 121 hotels in China and has more than 100 properties being developed, making the country a crucial location for innovation.

While we have mastered hospitality in previous SPG apps, the Chinese app is unique because it was modified to reflect Chinese sensibilities. 

“We’re going beyond language. We’ve taken cultural differences and inclinations into account,” said Clay Cowan, vice president of global digital for Starwood. 

These cultural differences relate to search formats, drop-down menus and rating scales. By making these adjustments, SPG offers Chinese consumers a seamless experience. 

The new SPG app is available to download on Google Play. In China, the app is available in all major Chinese app stores. For more information, click here.


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