GLOBAL Starwood Hotels & Resorts Worldwide has introduced its new Singapore Preferred Guest (SPG) app for Android in Chinese, in line with the loyalty programme’s significant growth in China and Starwood’s increased focus on mobile.

The app gives members quick access to their account information, such as Starpoint balance, upcoming and past stays, and the ability to send a confirmation or other details to others via text or email.

With integrated location-based features, users will be able to connect easily to the closest customer care centre. Guests can get directions, property dining options and other hotel amenities via the app, while integrated social media channels such as Weibo allow guests to “check in” and remain connected.

Starwood vice-president of global digital, Clay Cowan, said: “We are localising the digital experience not only for language needs, but for cultural differences such as search formats including dropdown menus and rating scales, as well as locally relevant features including offers, hotel imagery and property features.”

The SPG App for Android can be downloaded for free at Google Play, and is available at all major Chinese Android APP Stores in China. All Chinese properties will also have Near Field Communication-enabled collateral for guests to download the application.