STAMFORD, Conn. — Starwood Hotels & Resorts Worldwide is introducing SPG Keyless, allowing Starwood Preferred Guest loyalty members to use their smartphone as a key. Rolling out to Aloft, Element and W Hotels around the globe, it’s debuting at 10 hotels in Beijing, Hong Kong, New York, Los Angeles and Doha on Wednesday, Nov. 5.

“Not only does SPG Keyless alleviate a perennial pain point for travellers, but it also transforms the first interaction with our guests from one that is transactional to something more personal,” said Frits van Paasschen, president and CEO, Starwood. “This is just the beginning, because through mobile we have the opportunity to marry high tech and high touch to transform the hotel experience in many exciting ways.”

How it works: SPG members must register their phone through the SPG app and allow push notifications. After booking a reservation at a keyless hotel, and approximately 24 hours before arrival, SPG members are invited to opt-in to SPG Keyless. Guests will receive a push notification noting that they are checked in, and the SPG app will update with his/her room number and Bluetooth key when the room is ready. Upon arrival at the hotel, the guest can bypass the front desk (where available) and go directly to his/her room. After ensuring his/her Bluetooth is enabled, the guest opens the SPG app, holds the smartphone to the door lock, waits for the solid green light and enters the room.


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