As hotels increasingly adopt mobile apps, online check-in and keyless entry, the traditional magnetic swipe room key card is rapidly being displaced by smartphone-based access systems.
Starwood Hotels & Resorts introduced SPG Keyless as part of its SPG app, developed with access control partner ASSA ABLOY. Launched initially at 10 properties across Aloft, W and Element brands, SPG Keyless has since expanded to most Aloft, W and Element hotels worldwide. The system enables Starwood Preferred Guest members with Bluetooth Smart-enabled phones to check in online, receive a room assignment up to 24 hours before arrival, skip the front desk and head straight to their rooms. With Bluetooth enabled, guests open the SPG app, hold their phone near the door lock, wait for a solid green light and enter.
At the announcement, former Starwood CEO Frits van Paasschen predicted mobile access would become the preferred method for hotel entry. Major hotel groups followed suit: Hilton Worldwide and Marriott International also partnered with lock vendors to let smartphones function as room keys.
Hilton piloted its Digital Key feature in beta at Hilton Alexandria Old Town, Virginia. After testing, Hilton planned to roll Digital Key out to more than 170,000 rooms across roughly 250 U.S. properties in brands including Hilton Hotels & Resorts, Waldorf Astoria, Conrad and Canopy by Hilton. HHonors Diamond, Gold and Silver members using the HHonors app can opt in to Digital Key the day before arrival, then proceed directly to their room and use the app’s virtual “unlock” button to enter.
© Hilton Worldwide
Marriott has also tested keyless entry, piloting service at the Baltimore Marriott Waterfront Hotel and planning to include the feature in its Moxy Hotels brand. As keyless access becomes more common, hotels emphasize both convenience and security to reassure guests and drive adoption.
Starwood and Hilton have outlined security measures for their keyless systems. Chris Holdren, senior vice president of global and digital for Starwood Preferred Guest, explained the company worked closely with its lock manufacturer to build a software and hardware solution designed to be safe, reliable and secure—comparable to traditional key cards. SPG Keyless uses secure software with a two-part key system. In jurisdictions requiring ID verification, guests must briefly visit the front desk to confirm identity and receive their room number. The virtual key deactivates and is removed from the SPG app at checkout.
Hilton described a thorough testing and evaluation process before deploying Digital Key. Security experts and a leading assessment firm vetted the technology, and Hilton continues to review security practices to keep the program safe. During testing, Hilton identified integration nuances—such as coordinating multiple property systems like elevators and parking garages across different vendors—which required fine-tuning. Hilton’s technology teams work closely with hotel staff and third-party vendors to resolve implementation challenges and ensure a smooth guest experience.
© Hilton Worldwide
The Waldorf Astoria Orlando was the first luxury Hilton property to launch Digital Key in summer 2015. General manager John Carns reported that, after testing began in July 2015, implementation has been smooth. He said the technology team collaborates with the property to maintain a seamless and secure experience for guests.
Not all frequent travelers are ready to abandon face-to-face check-in. Members of Global Traveler’s Globility Board expressed mixed feelings: some had no desire to try keyless entry because they value the personal interaction at the front desk to confirm room preferences and inquire about upgrades. For example, Jean-Christophe Murat prefers speaking with staff at check-in so he can discuss room assignments and upgrades. Frank Brightwell also worries about losing the personal contact that allows him to confirm or change room details.
© Hilton Worldwide
Carns responded by emphasizing choice: the Orlando property aims to engage guests through whichever channels they prefer—digital, face-to-face or a combination. He noted that many guests use mobile tools as a “remote control” for their stay and appreciate streamlined, convenient options. At the same time, digital tools are optional; guests are encouraged to interact with attentive team members for requests and recommendations. Some guests combine app-based services with a front desk visit to get the best of both experiences.
Other travelers remain skeptical. Globility Board member Sue Castorino finds keyless entry less convenient because it requires carrying her phone every time she leaves the room, whether going to the pool, gym, restaurant or for a run. She prefers the simplicity of a physical keycard and values keycards from luxury properties as keepsakes and reminders of memorable stays.
As hotels expand keyless entry, operators balance innovation with personal service and security. For tech-forward guests, mobile access offers speed and convenience, while hotels continue to provide traditional options and in-person assistance for those who prefer human interaction. The industry’s gradual shift toward smartphone-based entry highlights broader trends in hospitality: giving guests choice, maintaining safety and evolving services to fit modern travel habits without eliminating the personal touch many guests still value.