An Early Look at the Future of Starwood Hotels
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From smartphone hotel room unlocking to robot butlers, we’ve already seen quite a bit of innovation when it comes to select Starwood brands. TPG Editor-in-Chief Zach Honig dropped by One Star Point (Starwood’s world headquarters) for a look at other technologies coming soon to a hotel near you.
If you walk into an early adopter's home, you might find smartphone controls for lighting and air conditioning, full-color LED light bulbs and even keyless entry at the front door. Using the home of the future as a guide, Starwood is looking to up its high-tech game at several entry-level brands, giving it an edge over Hilton, Hyatt, Marriott and other superchains in what's likely the most competitive hotel landscape ever.
Below you'll find 10 technologies that Starwood plans to roll out within the next five years (if not sooner) at Aloft, Element and Four Points by Sheraton hotels. If you're looking to book an SPG stay, consider picking up the Starwood Preferred Guest Credit Card from American Express, which currently offers 25,000 bonus Starpoints after you spend $3,000 within the first three months, enough for more than 10 free nights at Category 1 Aloft and Element hotels.
1. Smartphone Control
The Aloft room of the future might include LED lighting (more on that below) with in-wall controls, but perhaps the most exciting addition is smartphone control of the room, letting you set the temperature, control the TV and even brew a pot of coffee all through a Starwood app.
2. Colored LED Lights
Starwood is currently working with Philips, one of its many manufacturer partners, to build out a commercial solution similar to the company's Hue consumer lightbulbs. With these full-color LED bulbs in place, guests will be able to select their color preferences or use mood lighting presets, such as warmer light to wake up in the morning and cooler (or multi-colored) lights to wind down at night.
3. USB Power Outlets
Perhaps one of the most exciting (and practical) additions, the Element demo room has a pair of USB outlets installed throughout the room, including at each bedside table, making it easy to charge devices without moving furniture to dig for a free power jack.
4. Larger TVs
I usually prefer to explore the city I'm visiting rather than watch TV in a hotel room, but business travelers often travel to the same destination week after week, opting to unwind with a TV show or movie each night instead. In this hotel room, Starwood is testing larger models, such as this giant Samsung TV. Meanwhile, a Four Points by Sheraton demo guest room down the hall has side-by-side panels with dual headphones, letting you and your roommate watch different programming before bed.
5. Smart Mirrors
Most guests would be happy just to have a large standing mirror at all, but Starwood could takes things up a notch with these smart mirrors, which let you review news, stock info and a weather forecast as you're getting ready to start your day.
6. In-Carpet Tracking
Perhaps a bit more far-fetched than some of Starwood's other ideas, this concept employs an RFID tag like the one seen above to track your movements. As your elevator door opens up, for example, a tag in the carpet could recognize that you're there and illuminate an in-floor guide light to help you find your room. Similar tags in a hotel room could turn on a bathroom light when you get out of bed at night.
7. High-Tech Gyms
Starwood plans to roll out these high-tech exercise bikes in select hotels beginning later this year. This current iteration, developed by Oculus, requires a tethered computer, but new models from Samsung could provide a more seamless experience. Content is still in the works, but I tried it out by riding on a seaside trail in Spain — perhaps something I wouldn't try at home, but an experience I might welcome in a hotel.
8. Virtual Reality in the Lobby
Similar to the exercise concept seen above, this iteration could let you experience local activities — such as skydiving, zip lining or even snorkeling — as you sit in the hotel lobby, allowing concierge staff to demo different offerings before you book. Hotels could also use Samsung's Gear VR headset to highlight other content, such as concerts at other properties.
9. SPG Keyless
Starwood has already begun to roll out SPG Keyless, allowing you to bypass the front desk at check-in and unlock your hotel room using a smartphone instead of a traditional key. There are currently 123 hotels online, and the chain expects to offer the service at all Aloft, Element and W hotels by the end of this year.
10. Botlr Hotel Butler
Botlr, Starwood's robot butler, is currently roaming the halls at the Aloft Cupertino and Aloft Silicon Valley. Hotel staff can deploy Botlr to deliver items directly to guests rooms, including replacements for necessities left at home and snacks from the lobby.
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| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
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Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.
Rewards Rate
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Intro Offer
You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.