Starwood Preferred Guest (SPG) is the loyalty programme from Starwood Hotels & Resorts, which first trialled SPG Keyless in 2014.
It is the industry’s first truly mobile, keyless entry system, allowing guests to use smartphones as a key to their hotel room. SPG Keyless is being extended to select Le Meridien, Westin, Sheraton and Four Points properties, signalling a shift in hotel technology and a nod to the increasing role mobile technology plays in guests’ lives.
Some of the properties where it will now be available include Le Meridien Parkhotel Frankfurt, Le Meridien Hamburg, Le Meridien Columbus, The Westin Westminster, Westin Palo Alto, Westin Camino Real Guatemala, Sheraton Bloomington and Sheraton Mirage Port Douglas.
Starwood is also expanding SPG Keyless to enable multiple guests sharing the same room to take advantage of keyless entry. All they need is an SPG account and SPG app.
Since SPG Keyless piloted at 10 hotels in November 2014, Starwood has been quick to roll it out to 36,000 doors worldwide. Over 350,000 members have registered for SPG Keyless, with SPG Platinum members being the most frequent users.
“SPG Keyless is literally opening doors for SPG members,” said Alyssa Waxenberg, vice president of mobile at Starwood Hotels & Resorts. “It is also transformative for Starwood’s hotel staff, allowing them to better engage with guests. Rather than the first interaction being the swipe of a credit card, staff can now focus on ways to personalise guests’ stays.”