Calcutta, March 10: The Park Hotels, which is a member of Berlin-based Design Hotels, has joined American hospitality major Starwood's preferred guest loyalty programme.

The move will not only help in international marketing, but the Apeejay Surrendra Group hotel chain also expects an improvement in the average room rent.

Under the Starwood preferred guest loyalty programme, users can earn points based on spending which can be redeemed to enjoy various complimentary rewards from the hotel.

Design Hotels is an international marketing company for hospitality projects with 282 hotels and resorts globally. Recently, Starwood, which has over 1,270 hotels in its portfolio globally, including India, has officially named Design Hotels as its eleventh brand. St. Regis, The Luxury Collection, Westin, Sheraton, Meredien and Four Points are among the other major brands of Starwood.

Select member hotels of Design Hotels can now be booked through Starwood's website and customer contact centres, giving Starwood preferred guests more access to high-demand destinations.

With The Park joining the loyalty programme, around 21 million active Starwood preferred guests will have access to five hotels of The Park located in Calcutta, New Delhi, Chennai, Hyderabad, and Bangalore from March 23, 2016.

"The Starwood preferred guest loyalty programme would help in our international marketing efforts," said Vijay Dewan, managing director of Apeejay Surrendra Park Hotels Ltd.

He said for Starwood preferred guest members the association would offer an opportunity to experience an unique portfolio of The Park Hotels in top Indian destinations.

Starwood is expanding its business in different locations across India with a hotel under the Westin brand coming up in Rajarhat.