An Early Look at the Future of Starwood Hotels
Update: Some offers mentioned below are no longer available. View the current offers here.
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.
TPG featured card
at American Express's secure site
Terms & restrictions apply. See rates & fees.
| 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. |
| 5X | New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App. |
| 3X | Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines. |
| 2X | Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Pros
- Valuable dining and food-related credits
- Flexible rewards with airline and hotel transfer partners
- Multiple travel and purchase protections
- No foreign transaction fees
- Access to Amex Offers for additional savings (enrollment required)
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 $8,000 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.
- New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App.
- Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines.
- Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- Pay It® lets you tap in the American Express® App to quickly pay for small purchase amounts throughout the month and still earn rewards the way you usually do. Plan It® gives you the option to split up big purchases into equal monthly payments with a fixed fee. You’ll know upfront exactly how much you’ll pay.
- Updated! $120 Dining Credit: Earn up to a total of $10 in statement credits monthly when you pay with the Gold Card at Grubhub (including Seamless), Buffalo Wild Wings, Five Guys, The Cheesecake Factory, and Wonder. This can be an annual savings of up to $120. Enrollment required.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year at over 10,000 qualifying U.S. Resy restaurants after you pay for eligible purchases with the American Express® Gold Card. That’s up to $50 in statement credits semi-annually. Enrollment required.
- $84 Dunkin' Credit: Earn up to $7 in monthly statement credits after you pay with the American Express® Gold Card at U.S. Dunkin’ locations. Enrollment required.
- $120 Uber Cash on Gold: Enjoy up to $120 in Uber Cash annually with your Gold Card. Just add your Card to your Uber account and you'll get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an Amex Card for your transaction.
- New! As an American Express® Gold Card Member, you can enjoy complimentary Hertz Five Star® Status. Enjoy benefits like skipping the counter at select locations, adding an additional driver at no additional cost*, and vehicle upgrades**. Benefit enrollment and Hertz Gold+ registration are required. *Additional drivers must meet standard rental qualifications and must be a spouse or domestic partner to qualify as complimentary. Other additional drivers subject to fees. **Benefits are subject to availability and vary by location. Additional Hertz program Terms and Conditions including age restrictions apply.
- Take advantage of a $100 credit towards eligible charges* at over 1,300 upscale hotels worldwide when you book The Hotel Collection through AmexTravel.com or the Amex Travel App **. *Eligible charges vary by property. **The Hotel Collection requires a two-night minimum stay.
- Book your travel through the Amex Travel App with added peace of mind – backed by American Express® service and support. Only for American Express® Card Members.
- Whenever you need us, we're here. Our Member Services team will ensure you are taken care of. From lost Card replacement to statement questions, we are available to help 24/7.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.