Starwood Hotels & Resorts will expand the popular SPG Keyless product, which allows guests to access their rooms via a bluetooth connection from the SPG app to additional hotel brands, and will also offer additional functionality, the hospitality group announced Tuesday. Originally launched at a select number of Aloft, Element, and W branded properties, the expansion will include Westin, Sheraton, and Le Méridien branded properties as the program moves forward.
“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.”
In addition to expanding the brand footprint, Starwood has also rolled out additional functionality to the existing app, such as the ability to download the digital room key to multiple devices for multiple users. Future updates will expand on the existing mobile check-in technology, which is already available at 160 properties in over 30 countries. Starwood reports that the top five cities for usage of the functionality are New York, Chicago, Atlanta, Dallas, and Miami, and the top countries by use are the United States, China, Canada, Hong Kong, and the United Kingdom.