Starwood Expands Keyless Room Entry

In November 2014, Starwood Hotels & Resorts Worldwide introduced SPG Keyless, the hospitality industry's first mobile, keyless entry system allowing hotel guests to use their smartphone as a room key. A year and a half later, it has unveiled the system's next generation, which will provide keyless entry to guests at even more Starwood properties, it announced this week.

Available exclusively to members of the Starwood Preferred Guest (SPG) loyalty program, SPG Keyless currently serves 36,000 rooms at 160 Aloft, Element, and W brand hotels worldwide. In the coming months, however, Starwood is extending the technology to select Le Méridien, Westin, Sheraton, and Four Points properties, too, including: Le Méridien Parkhotel Frankfurt, Le Méridien Hamburg, Le Méridien Columbus, The Westin Westminster, Westin Palo Alto, Westin Camino Real Guatemala, Sheraton Bloomington, Sheraton Mirage Port Douglas, and Four Points Cupertino, among others.

The expansion, Starwood said, "acknowledges the role mobile is playing as the remote control for travelers' stays across a broader range of brands."

In addition to more hotels, the latest iteration of SPG Keyless will be available to more guests thanks to a new feature enabling room access for multiple guests sharing the same room, provided they each have an SPG account and the SPG app.

Finally, SPG also is expanding mobile check-in capabilities on the SPG app.

"Innovation and personalization are at the center of everything we do, and we're committed to making travel better for every SPG member by creating solutions for pain points that are custom-made for their mobile lifestyles," said Alyssa Waxenberg, vice president of mobile at Starwood Hotels & Resorts. "SPG Keyless is literally opening doors for SPG members. It is also transformative for Starwood's hotel associates, allowing them to better engage with guests. Rather than the first interaction being the swipe of a credit card, hotel associates can now focus on ways to better personalize guests' stays."

To date, more than 350,000 SPG members have registered for SPG Keyless, according to Starwood, which said the technology is most popular among its SPG Platinum members and in urban city-center hotel locations, including hotels in New York, Chicago, Atlanta, Dallas, and Miami -- the top five SPG Keyless cities.

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