Starwood Hotels & Resorts has launched a keyless entry system so its loyalty members can use a smartphone as their hotel key.
SPG Keyless is only available to Starwood Preferred Guest members and allows them to skip the front desk and head directly to their rooms.
Members first need to download the SPG app, then register their device and authorise push notifications.
Following a successful reservation at an eligible hotel, they will be invited to opt-in for the SPG Keyless service.
The technology is currently available at Aloft Beijing, Aloft Cancun, Aloft Cupertino, Aloft Harlem, W Doha, W Hollywood, W Hong Kong, W New York-Downtown, W Singapore and Element Times Square. It will be rolled out in the coming months to Aloft, Element and W hotels around the world, with the aim of 150 properties having SPG Keyless installed by the end of next year.
SPG members who opt-in will receive a push notification stating that they have successfully checked-in and been assigned a room number.
By enabling Bluetooth on their smartphone, guests can open the SPG App and hold their mobile device up to the door lock. A green light will indicate that entry has been granted, and they can then enter their room.
Should a guest lose his phone, Starwood can deactivate the SPG Keyless function.
Compatible mobile devices include the iPhone 4S and above, running the latest iOS8 software, as well as selected Android devices running Flavour 4.3 and above. The SPG app is also required.
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."
Starwood last week opened its first property in Liverpool, the 116-room Aloft Liverpool (see news, November 4).
Graham Smith
