Starwood Hotels & Resorts Debuts SPG Keyless for Keyless Room Entry

  • Starwood Hotels
  • 11.03.14
Starwood Preferred Guest® (SPG®), the loyalty program from Starwood Hotels & Resorts Worldwide, Inc. has announced SPG Keyless, one of the first mobile and keyless entry systems that allows guests to use their smartphone as a key.

Starting today, the innovative technology will begin to roll out at Aloft, Element and W Hotels around the world.

SPG Keyless represents a groundbreaking 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. It’s high-tech supporting high-touch unlike ever before.

“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 Nov. 5, 2014, at three Starwood brands: Aloft, Element and W, which were a natural fit to pilot and begin rollout because of their commitment to tech-forward, design-savvy, and eco-friendly initiatives. 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 will 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).

How SPG Keyless works:

  1. After booking a reservation at a keyless hotel, SPG members are invited to opt-in to SPG Keyless and register their phone through the SPG App.
  2. Approximately 24 hours before arrival, the guest receives his/her room number and Bluetooth key via the app.
  3. Upon arrival at the hotel, the guest can completely bypass the front desk (where available) and go directly to his/her room.
  4. Then, after ensuring his/her Bluetooth is enabled, the guest simply opens the SPG App, taps the smartphone on the door lock, waits for the green light and enters the room.

SPG Keyless is an evolution of Starwood’s Smart Check-In, another industry-first that debuted at Aloft hotels in 2011, allowing guests to bypass traditional check-in and access their rooms with a RFID-equipped key card. Building upon those early learnings to develop SPG Keyless, Starwood tapped the world’s largest lock manufacturer, Assa Abloy, to create an all-new, Bluetooth-enabled lock as well as keyless software, which are designed to securely recognize and connect with a guest’s mobile device.

In addition to the aggressive keyless rollout schedule, Starwood is simultaneously piloting innovations for the next wave of upgrades to the SPG App, which will support and enhance SPG Keyless. These upgrades aim to not only empower guests to control aspects of their stay through their mobile devices, but equip associates with the tools they need to continue Starwood’s legacy of personalization and provide meaningful, custom services away from the front desk.



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