Announcing the Global Debut of SPG Keyless from Starwood Hotels & Resorts: The First Mobile, Keyless Room Entry

Rollout Begins Today at Aloft, Element and W Hotels around the World

STAMFORD, Conn. - November 2, 2014 - (BUSINESS WIRE) - It's a mobile office. It's a virtual wallet. It's a lifeline. And now, it's a hotel room key. Today, the smartphone will get a whole lot smarter – especially while on the road. Starwood Preferred Guest (SPG®), the award-winning loyalty program from Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT), introduces SPG Keyless, the hospitality industry's first mobile, keyless entry system allowing guests to use their smartphone as a key. Rolling out to Aloft, Element and W Hotels around the globe, SPG Keyless makes its official debut today in 10 hotels in markets including Beijing, Hong Kong, New York, Los Angeles and Doha.

SPG Keyless is a groundbreaking turning point in the traditional hotel experience, redefining the age-old way guests arrive and check-in to their rooms. SPG Keyless – powered by the SPG app – enables guests to bypass the front desk (where available), go directly to their room and unlock their stay with a simple tap of their smartphone.

"Not only does SPG Keyless alleviate a perennial pain point for travelers, but it also transforms the first interaction with our guests from one that is transactional to something more personal," said Frits van Paasschen, Starwood's President & Chief Executive Officer. "This is just the beginning, because through mobile we have the opportunity to marry high tech and high touch to transform the hotel experience in many exciting ways."

SPG Keyless goes live Wednesday, November 5th at the following hotels: Aloft Beijing, Aloft Cancun, Aloft Cupertino, Aloft Harlem, W Doha, W Hollywood, W Hong Kong, W New York-Downtown, W Singapore and Element Times Square. Starwood will rapidly rollout SPG Keyless with plans for it to be available on 30,000 doors in 150 hotels around the globe by early 2015 across Aloft, Element and W hotels. SPG Keyless is available to SPG members who book a hotel room through one of Starwood's channels (hotel websites,, the SPG app or customer contact centers).

How It Works

SPG Members must register their phone once through the SPG App and allow push notifications. After booking a reservation at a keyless hotel and approximately 24 hours before arrival, SPG members are invited to opt-in to SPG Keyless. Guests will receive a push notification noting that they are checked in and the SPG App will update with his/her room number and Bluetooth key when the room is ready. Upon arrival at the hotel, the guest can completely bypass the front desk (where available) and go directly to his/her room. After ensuring his/her Bluetooth is enabled, the guest simply opens the SPG App, holds the smartphone to the door lock, waits for the solid green light and enters the room.

SPG Keyless is an evolution of Starwood's Smart Check-In, another industry-first that debuted at Aloft hotels in 2011, allowing guests to bypass traditional check-in and access their rooms with a RFID-equipped key card. Building upon those early learnings to develop SPG Keyless, Starwood tapped the world's largest lock manufacturer, Assa Abloy, to create an all-new, Bluetooth-enabled lock as well as keyless software, which are designed to securely recognize and connect with a guest's mobile device.

In addition to the aggressive keyless rollout schedule, Starwood is simultaneously piloting innovations for the next wave of upgrades to the SPG App, which will support and enhance SPG Keyless. These upgrades aim to not only empower guests to control aspects of their stay, but equip hotel associates with the tools they need to continue Starwood's legacy of personalization and provide meaningful, custom services away from the front desk.

For more information on SPG Keyless, please visit

Join the conversation at @SPG or @StarwoodBuzz #spglife

About Starwood Hotels & Resorts Worldwide, Inc.

Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with more than 1,200 properties in 100 countries, and 181,400 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, Aloft®, and Element®. The Company boasts one of the industry's leading loyalty programs, Starwood Preferred Guest (SPG®), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood also owns Starwood Vacation Ownership, Inc., a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands. For more information, please visit

About Starwood Preferred Guest

Starwood Preferred Guest (SPG®) is an innovative, award-winning frequent traveler program that unites each of Starwood's 9 distinctive hotel brands and includes more luxury hotels in more destinations around the world. SPG reinvented the hospitality loyalty landscape when it launched in 1999 with its breakthrough policy of no blackout dates, and over the years has continued its tradition of innovation with enhancements such as Cash + Points, SPG MomentsSM, and most recently Your24™ and SPG Lifetime™. In addition to Free Night Awards at nearly 1,200 hotels and resorts and Award Flights on over 350 major airlines without blackout dates, the Starpoints® that members earn through SPG can be redeemed for access like to no other to experiences in music, sports and the arts through SPG Moments. SPG also has an ongoing commitment to digital innovation to meet the needs of today's connected global traveler – from the SPG app for iPhone that utilizes state-aware technology to create a more personalized hotel stay to Starwood's Best Rate Guarantee on, to SPG's integration within various social media platforms. Offerings such as these have helped SPG build a passionate member base among the world's most frequent travelers. Learn more at and and connect with us on,,,, and

SOURCE: Starwood Hotels & Resorts Worldwide, Inc.


Maire Griffin
Starwood Hotels & Resorts


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Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences.


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