How Starwood Hotels Plans to Redesign the Check-In Process
Loyalty rewards program debuts new technology: the first-ever keyless room entry
Imagine the typical check-in process of your holiday vacation: after airport security and a long flight, you arrive at the hotel lobby and join a number of guests in line for the front desk. During peak travel hours, you wait until an associate is available to greet you, request your ID and credit card and confirm your reservation. You exchange friendly small talk about the city and your trip as they activate keys for your room.
As of today, you can arrive to the same hotel on your next holiday vacation and bypass the check-in process altogether. Starwood Preferred Guest (SPG), the loyalty program from Starwood Hotels & Resorts Worldwide, Inc., has reimagined the traditional check-in experience. Guests can wave past the front desk and go directly to their room using their smartphone for keyless room entry. After one year in the making, SPG has launched the pioneer mobile key experience — the Room Key 2.0 — that makes key cards optional for travelers at 10 Aloft, Element and W Hotels around the world.