Uber continues its effort to become an established brand by striking deals with high-profile companies. The latest is a partnership with Starwood Hotels & Resorts, the chain that includes brands such as Sheraton, Le Meridien, W or Westin, and has a loyalty program called Starwood Preferred Guests (SPG).

Now, users will be able to connect their Uber and SPG accounts to earn Starpoints every time they use the ride-sharing app. The San Francisco-based startup announced the deal by saying that they believe "riding with Uber should be rewarding in more ways than one." Users need to connect the accounts at SPG website.

According to the company, 72% of the 290 cities where Uber operates feature a Starwood hotel, which makes it easy for travellers to benefit from the partnership. After completing a qualifying stay at a Starwood hotel, Uber says, SPG members will earn one Starpoint for every $1 spent on Uber. Additional bonus Starpoints can be accumulated during Starwood hotel stays, and if you're not a SPG member yet, you can still sign up.

Uber is encouraging users to try the deal with a promotion next Saturday, February 28th: all SPG members in Dubai, London, Mexico City, New York, and San Francisco that connect their accounts to Uber and select a "Suite Ride" will get the chance of winning a free suite. The promotion runs from 2 p.m.

and 7 p.m. local time, during which users of the "Suite Ride" will enter the draw.

The prize? 15,000 Starpoints, which are good for a free night at a Starwood hotel. As for the "Suite Ride", it's a "door-to-door branded hotel experience on wheels", featuring one of Starwood's brands. "Each ride highlights unique brand features and offers all-time favorite amenities", Uber says.

Rides will be limited, though, on a first come first serve basis.

Uber has been busy lately, cleaning its act and spreading to more regions, as the ban in several cities still stands. The company is arriving in Bucharest this week, offering a first free ride, and just a few days ago revealed data on the Uber Military initiative: more than 10,000 members of the US Military have signed up to drive on the Uber platform. From recently transitioned veterans to reservists and military spouses, the new drivers have earned over $18 million, Uber says.