Starwood to replace room key with smartphone app

Starwood Hotels and Resorts has announced today the introduction of a new smartphone app that will allow guests to use their smartphone as a key to their hotel room. 

SPG Keyless, the hospitality industry’s first mobile, keyless entry system, will allow guests to bypass the front desk, go directly to their room and check-in with a simple tap of their smartphone.

Rolling out to Starwood’s brands Aloft, Element and W Hotels around the globe, SPG Keyless makes its official debut today in 10 hotels in markets including Beijing, Hong Kong, New York, Los Angeles and Doha.

Starwood plans for SPG Keyless to be available on 30,000 doors in 150 hotels around the globe by early 2015.

Frits van Paasschen, Starwood’s president and CEO, said: “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.

“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.”

SPG Keyless will be available to SPG members who book a hotel room through one of Starwood’s channels (hotel websites, SPG.com, the SPG app or customer contact centres).

Starwood recently announced the opening of Aloft Liverpool, the second Aloft-branded hotel in the UK.