THE HOTEL OF THE FUTURE
Starwood Hotels and Resorts announced the rollout of their keyless initiative in ten of their properties globally, with W Doha being one of them.
Guests staying at the W Doha will now be able to bypass the front desk, go directly to their room and unlock their stay with a simple tap of their smartphone. The Bluetooth-enabled technology is powered by their SPG (Starwood Preferred Guest) app and will be implemented with immediate effect in hotels in Beijing, Hong Kong, New York and Los Angeles, among others. Daniel Kerzner, VP of marketing for Starwood who was present in Doha for the event, along with the Regional Director of Starwood Middle East, said that about 50% of their guests currently are SPG members and this new feature might help increase the membership. SPG members must register their phone once through the SPG app and, after booking a reservation at a keyless hotel and approximately 24 hours before arrival, they will be invited to opt-in to SPG Keyless. Guests will then receive a push notification noting that they are checked in and the SPG app will update with their room number and Bluetooth key when the room is ready.