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Redeeming frequent-guest points for hotel stays is so last year. Now you can get a photo op with your favorite star, VIP seats at a Super Bowl concert or a chance to watch Gwen Stefani rehearse her show. "People are interested in once-in-a-lifetime experiences," said Robin Korman, vice president of loyalty marketing for Starwood Hotels & Resorts Worldwide. And that's what Starwood, which runs Sheraton, Westin and other chains, aims to provide with its new Moments auctions. By visiting www.spg.com/moments, members of the Starwood Preferred Guest program can use their points to bid. The highest bid so far went to a Super Bowl XLI package that included 50-yard-line seats for February's game and an invitation to the rookie of the year party. It went for 552,500 points — enough for 52 hotel stays.

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