Starwood Hotels & Resorts Worldwide added new perks to its rewards program, including 24-hour check-in

and personalized "ambassadors" for its most frequent guests. Beginning in March, guests who stay at least 75 nights per year can set their own check-in times. A traveler arriving at 11 p.m., for example, would not have to check out until 11 p.m. the next day. Starwood also will appoint an "ambassador," a one-on-one concierge, for guests who stay at least 100 nights per year. Starwood for the past three years has been piloting the new perks with select guests. It developed it because 2 percent of travelers to Starwood hotels account for 30 percent of the company's profits, according to president and CEO Frits van Paasschen. Additionally, Starwood added lifetime status eligibility to its program. Travelers who have stayed a total of 250 nights and been elite for five years will have a lifetime gold status, and travelers who stay 500 nights and have 10 years of platinum status will receive lifetime platinum status.