Starwood Betting That High Cost of Mobile Check-Ins Will Be Worth It
Skift Take
If things go Starwood's way, then all of that expense in introducing keyless entry at Aloft and W properties will be recouped in higher occupancies and rates.
Starwood plans to begin rolling out keyless check-ins next month at additional Aloft Hotels and at W hotels around the world, and in addition to the improvements in the guest experience, Starwood is banking on getting plenty of marketing buzz and increased room occupancies and rates from the initiative.
The mobile check-ins for Starwood Preferred Guest members through the SPG app will be costly for Starwood, and was the key factor behind the hotel chain raising its full-year 2014 guidance 5% to 7% for selling,
