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It’s not uncommon for hotels to extend frequent customers the courtesy of a late check-out option, but Starwood Hotels & Resorts Worldwide recently announced an initiative that takes that premise even further. Now available to top-tier members of the company’s loyalty program, Your24 is a new service that lets guests choose their own check-in and check-out times. The Starwood Preferred Guest loyalty program offers three membership levels based on how often guests stay at the company’s hotels. Focusing on members in the top-tier Platinum level, the new Your24 service is available to those who have spent 75 nights or more at a Starwood Hotel. In such cases, members can now pick their check-in and check-out times, so that a member who chooses to check in at 10pm on one day, for example, won’t have to check out until 10pm on their day of departure. The hotel hopes that the new initiative will ensure guests are able to enjoy a more leisurely stay over a 24 hour period, regardless of when they arrived. It was only yesterday that we saw Bloc Hotels offering guests the features they value most, and being able to enjoy a full day’s stay — regardless of check-in time — would surely be another such feature. Hospitality providers around the globe: take note!