- A hotel chain is testing an app that sends virtual room keys to your phone
- Starwood Hotels & Resorts has more than 1,150 hotels
- Two hotels will get the technology in the next three months
- System would allow guests to bypass front desk and go straight to their rooms
Got a smartphone? Never lose your hotel key, or even have to stop at the registration desk, again.
That's the vision of a hotel chain that plans to send digital keys to guests' phones via an app instead of making them check in and get the traditional (and famously lose-able) plastic swipe cards. Arriving guests could bypass the front desk and go straight to their rooms.
Starwood Hotels & Resorts, which owns more than 1,150 hotels in nearly 100 countries, plans to debut the system in the next three months at two of its Aloft hotels -- in the Harlem neighborhood of New York City and Cupertino, California.
Cupertino is likely no accident -- being, of course, the home of Apple's headquarters.
If all goes well, the company says it could have the feature in all of its hotels by next year.
A spokeswoman said the app will initially be compatible with recent iPhone models (4S and newer) and newer Android phones. The app will use Bluetooth technology to unlock the room with a tap.
"We believe this will become the new standard for how people will want to enter a hotel," Frits van Paasschen, Starwood's CEO, told The Wall Street Journal. "It may be a novelty at first, but we think it will become table stakes for managing a hotel."
Starwood, a chain that's heavy on boutique hotels, has a history of tech innovation and employs its own digital team.
Just last year, the company launched a plan to develop solar power at its hotels, offered discounts during a "Cyber Monday" sale and premiered an iPad-specific mobile app. Starwood also announced Instagram integration on its websites, which lets visitors see images that guests have posted.