Starwood Hotels & Resorts is celebrating its newest innovation milestone with the launch of SPG Keyless in the UK, the mobile, keyless entry system allowing guests to use their smartphone as a key. Members of Starwood Preferred Guest (SPG), the award-winning loyalty programme from Starwood Hotels & Resorts Worldwide, can also for the first time ever unlock their hotel room door thanks to the SPG App for Apple Watch.
It’s clear that the existing loyalty scheme, combined with technology initiatives that genuinely make life easier for guests on many levels, will prove compelling for existing and potential SPG members. Already, 130,000 have signed up for Keyless, as it begins its roll out across the Starwood brands.
Technology initiatives to redefine the guest travel experience
In the hotel industry, mobile gross booking increased 53% in 2014, with 38% of travellers using a mobile device to purchase travel in 2014, up from 23% in 2012. This proves there is a huge appetite for technology among travellers, with Starwood investing $100 million over the next two years to seek out and implement the next great hotel innovations.
Smartphones and mobile technology have become an immersive remote control, enabling people to experience personalised and seamless end-to-end travel experiences and, On the day Apple released the Apple Watch in Europe – 24 April – Starwood showcased an array of unique initiatives illustrating how they are leveraging new technology to redefine the travel experience.
- SPG Keyless – no more key cards for SPG members who can now save time on check-in, going direct to their room and accessing it through their mobile, or Apple Watch
- Uber partnership – SPG members who ride with Uber earn coveted Starpoints during any Uber ride: already, 100,000 have registered for this service
- Two-way messaging service: Starwood’s innovative two-way messaging service utilises Whatsapp, BBM and iMessage to empower guests to take full control of their hotel stay, making communication through their mobile fast and easy, even for room service.
- Apple Watch: Starwood explained the introduction of one of the first Apple Watch apps for SPG guests (see below)
High-tech + high-touch
Marrying high-tech and high-touch, the SPG App for Apple Watch is designed to anticipate and respond to the in-the-moment needs of guests from mobile check in, to opening their guest room door, to providing information like the hotel address, room number, confirmation number, and directions and SPG account information with just a glance to the wrist.
“We’re committed to mobile and digital innovation and are excited to be the first hotel company to let guests check in and open their hotel room door with their Apple Watch,” said Mark Vondrasek, Senior Vice President, Distribution, Loyalty and Partnership Marketing for Starwood Hotels & Resorts. “In today’s mobile world, people increasingly expect their technology to help them do whatever they need on the spot. Apple Watch allows us to engage with our guests and give them the information they need instantaneously in a simple yet extremely stylish way. ”
A tap of the finger gives instant access to in-the-moment features including:
- Navigate like a Native: Leveraging technology, guests receive the hotel address and directions in both the default and the local language upon arrival in their destination city. Throughout a guest’s stay, the app shares transportation options including estimated costs.
- Hassle-Free Check-in: Reservation details and confirmation number are front and centre, ensuring a smooth check-in.
- Unlock Your Stay: After registering for SPG Keyless, the Apple Watch will automatically send guests their room number and will function as their hotel room key at any SPG Keyless Starwood hotel allowing guests to bypass the front desk (where available).
- See into the Future: The app will display the hotel name, photo, and stay dates for up to four upcoming Starwood stays.
- Track Your Status: Members can access their SPG account information, receive alerts about newly posted Starpoints, and get congratulated when they graduate to elevated statuses
You’re Speaking My Language:Currently available in English, the SPG App for Apple Watch will feature Chinese, Japanese, and Spanish languages.
No more key card for SPG members
With the introduction of SPG Keyless, Starwood re-defines the age-old way guests arrive and check in to their rooms. Starwood partnered with the world’s largest lock manufacturer, Assa Abloy, to create an all-new, Bluetooth-enabled lock and keyless software, which are designed to securely recognise and connect with a guest’s mobile device and now Apple Watch.
“We know guests expect service and convenience in the palm of their hand and now it’s available at the flick of the wrist,” added Vondrasek. “Member response to SPG Keyless has been terrific and grows every day as we continue to roll out this functionality around the globe.”
More than 130,000 SPG members in 130 countries have registered for SPG Keyless. Currently available in more than 100 Aloft, Element and W hotels including W London – Leicester Square in the UK, SPG Keyless is rapidly rolling out and will soon be available on 30,000 doors in 150 Aloft, Element and W hotels around the globe.
“By 2020, 80% of the adult population will own a smartphone. With the SPG App they will have a digital key to our W, Aloft and Element Hotels in their pocket,” explained Daniel Kerzner, Vice President Digital, Loyalty & Partnership Marketing for Starwood Hotels & Resorts in EAME. “The rapid proliferation of wearable technology will make innovations such as SPG Keyless even more seamless.”
For more information on SPG Keyless click here or join the conversation at @SPG or @StarwoodBuzz #spglife