Starwood Hotels & Resorts Worldwide Inc (HOT) launches keyless mobile pilot program

Posted Jan 27, 2014

Starwood Hotels & Resorts Worldwide Inc (NYSE:HOT) is launching a pilot program where two hotel locations in Manhattan and Silicon Valley will allow guests to enter their rooms using their smartphones. The guest will be able to bypass the front desk this way. The Starwood Preferred Guest (SPG) app will allow users to participate in the keyless mobile program.

After downloading the SPG app app, guests will get a virtual key on their iPad, iPhone, or Android device, which can be used for unlocking doors with a tap. The virtual key relies on Bluetooth 4.0. Starwood believes that this technology will become a standard for hotels in the future.

“We believe this will become the new standard for how people will want to enter a hotel,” stated Starwood CEO Frits van Paasschen. “It may be a novelty at first, but we think it will become table stakes for managing a hotel.”

[Source Starwood/WSJ]