Starwood Hotels Gives Insider Access to Exclusive Events with New Auction Website

In my opinion, starwood scored big on that one! As said in the article, they are getting emotional with their guests by providing them with events they will remember. Why spending your points earned on another free night when you can get tickets to the Super bowl !!

Moments is an exclusive online auction where members of Starwood Preferred Guest can use Starpoints to bid on extraordinary events and once-in-a-lifetime experiences.
So, it does go beyond just offering tickets to a concert, a sporting event..Starwood want to create an emotional connection with their members by providing them with rich experiences that go beyond the world of upgrades and free flights, that we are getting so used to. Moments is designed to play with people’s passions with amazing events that are available only to members.

A Justin Timberlake private sound-check session and VIP concert tickets started with a minimum bid of 20,000 Starpoints and was auctioned for more than 120,000 which is the equivalent of a 12 night stay at Le Méridien Cancun.