Starwood Hotels & Resorts Worldwide Inc.?s Aloft hotel brand is rewarding Foursquare check-in via a 20 percent discount at the w xyz bar.

On Foursquare?s site, Aloft?s tips page will feature smart, branded tips on destinations, along with exclusive promotions at Aloft?s buzzing w xyz bars across the country.

Mobile Marketer?s Giselle Tsirulnik interviewed Brian McGuinness, senior vice president of Aloft Hotels, White Plains, NY.

Here is what he said:

What is the strategy here for Aloft?
The strategy with our new Foursquare w xyz bar promotion is to engage our guests through the newest social media outlets, something Aloft, a brand that is constantly on the pulse of what is new and next, always strives to do.

We are active on Facebook with over 25,000 followers and many of our properties have their own Facebook pages as well.

We have been engaged with Microsoft Tag technology and have executed giveaways that way as well.

The Aloft guest is a tech-savvy, design-conscious Generation Y traveler-minded traveler who is a forward thinking, early adopter.

We appeal to our guests by understanding their needs and offering the things that they really want and need, such as free Wi-Fi throughout all of our properties.

Our Foursquare promotion further illustrates how we are engaging with our guests and offering them fun, innovative programming that involves social media.

Additionally, we are the first Starwood hotel brand to use Foursquare to engage our guests, and as a tech-savvy brand from Starwood, it makes sense that we are piloting the partnership with Foursquare.

How does this help Aloft segment its loyalists and reward them?
The promotion allows Aloft guests to receive something in return for checking in to Aloft?s w xyz bars.

Additionally, we are offering tips on our Aloft Foursquare site, so that guests traveling to our hotels have instant recommendations for the coolest places to visit in the area.

It is like an insider experience for our loyal Aloft guests.

Why is it important to reward loyalists, especially for the hotel industry?
Rewards allow brands to stand out in the hotel industry, especially when they are immediate.

With our Foursquare promotion, guests save money just by checking in to one of our buzzin? w xyz bars.
There are not any other steps, so the simplicity of the promotion is also attractive.

Guests simply have to check in to save money.

How is mobile changing the game for the hotel industry?
Mobile apps and social media channels are changing the hotel industry by allowing more direct interaction between brand and consumer.

Guests are able to receive instant support, or answers to their questions, with the use of programs like Twitter, Foursquare and Facebook.

These channels also provide another source of interaction and another touch point for brands to engage with guests and fans.

Final take
Location-based services like Gowalla and Foursquare are all the rage right now, letting you check-in to businesses, bars and restaurants. With major releases or updates to their apps on the iPhone and Android, AppJudgement takes a look at both to see which one reigns supreme:

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