Starwood Preferred Guest (SPG), the loyalty program from Starwood Hotels & Resorts Worldwide, Inc. is introducing SPG Keyless, saying it is the hospitality industry’s first truly mobile and keyless entry system that allows guests to use their smartphone as a key. Starting today, the technology will begin to roll out at Aloft, Element and W Hotels around the world.
SPG Keyless represents a turning point in the traditional hotel experience by fundamentally redefining the way guests arrive and check in to their rooms. SPG Keyless, powered by the SPG app, enables guests to bypass the front desk, avoid waiting in line and ultimately unlock their stay with a simple tap of their smartphone. This innovation frees up hotel associates time, allowing them to engage with guests and transform the first interaction from transactional to personal.
“Innovation and personalization are at the forefront of everything we do at Starwood and SPG Keyless represents the perfect intersection of these two pillars,” said Frits van Paasschen, Chief Executive Officer of Starwood Hotels & Resorts Worldwide. “We are excited to be the first in our industry to debut this new technology allowing us to further deliver on the wants and needs of our early adopter, hyper-mobile guests who use their smartphones for just about every aspect of their lives.”
SPG Keyless will officially go live at three Starwood brands: Aloft, Element and W. Aloft Harlem, Aloft Cupertino, Aloft Beijing, Aloft Cancun, W New York – Downtown, W Hollywood, W Singapore, W Hong Kong, W Doha and Element Times Square will be the first ten hotels to implement the technology.
Starwood plans to rapidly expand rollout in the first half of 2015 and, by the end of next year SPG Keyless will be in 30,000 doors in 150 hotels across the globe. SPG Keyless will be available to Starwood Preferred Guest members who book a hotel room through one of Starwood’s channels (hotel websites, SPG.com, the SPG app or call centers)