Starwood Hotels & Resorts Worldwide, Inc. announced on December 14 that its industry leading loyalty program, Starwood Preferred Guest, has partnered with China Southern Airlines (CSA). The partnership allows SPG members to transfer Starpoints to CSA miles. Each Starpoint transferred is equivalent to one mile in CSA's Frequent Flyer Program, Sky Pearl Club.

"China is one of the world"s fastest growing domestic and outbound travel markets and we've seen Chinese enrollment in Starwood Preferred Guest jump over 70% by tailoring SPG offerings to meet the needs of local travelers," said Mark Vondrasek, Senior Vice President, Distribution, Loyalty and Partnership Marketing for Starwood. "Partnering with China Southern Airlines gives SPG members the flexibility to convert Starpoints into airline miles with one of Asia's largest airlines."

"China is Starwood's second largest hotel market and in 2011, we have opened one hotel every two weeks in the region. Today, more than 50% of our guests in China are Chinese,"said Qian Jin, Senior Vice President, Operations, Greater China for Starwood Hotels & Resorts. "The partnership with China Southern Airlines is an additional benefit to tailor to the Chinese travelers."