Delta, Starwood Introduce Crossover Rewards

Beginning on March 1, elite members of Delta’s SkyMiles program and Starwood’s Preferred Guest Program will enjoy reciprocal benefits through the companies’ new Crossover Rewards program.

Benefits for Delta Elites at Starwood Hotels

When staying at Starwood hotels, Delta Silver, Gold, Platinum, and Diamond elite SkyMiles members will earn one mile per $1 spent. That’s independent of and in addition to miles earned by those who opt to earn miles instead of Starpoints for their stays.

SkyMiles members with Platinum or Diamond status will also receive the following:

• 4 p.m. late checkout
• Access to the elite check-in line
• Complimentary in-room Internet access
• Space-available room upgrade at check-in

Benefits for Starwood Elites when Flying Delta

Starwood Gold and Platinum elites will earn one Starpoint per $1 spent on Delta tickets.

Starwood Platinum members will receive the following benefits when flying Delta:

• Priority check-in
• Priority boarding
• Free first checked bag

Link Accounts from March 1

To receive the Crossover benefits, SkyMiles and Preferred Guest members will first have to register and link their accounts. That won’t be possible until March 1.

To receive an automatic reminder when registration goes live, text “Cross” to 44264.

Crossover = Smart Marketing

From a marketing standpoint, Crossover Rewards is a masterful move (although it’s a bit puzzling that Delta chose Starwood over Hilton, with which there was a stronger preexisting relationship).

It gives Delta’s best customers incrementally more reason to stay at a Starwood, and Starwood’s best customers extra incentive to fly Delta. It does so on an ongoing basis, and without any downside for either the companies or their customers.

Reader Reality Check

Will Crossover Rewards change your future travel plans to favor either Delta or Starwood?

This article originally appeared on FrequentFlier.com.