Dive Brief:
- Smartphones are increasingly replacing Hilton’s hotel keys. Digital keys will reach 2,500 Hilton properties this year, and roll out to the United Kingdom, China, Malaysia and New Zealand. Since Hilton launched digital keys in 2015, they’ve spread to 1,000 properties and opened more than 6.4 million doors, according to a company press release.
- Digital keys are accessed via Hilton Honors’ app. In addition to opening hotel doors, the app enables guests to virtually check in, choose rooms prior to hotel arrivals and access fitness centers or other rooms typically requiring keys.
- Hilton joins Marriott and Starwood among hotel chains expanding keyless entry. Although digital keys are making progress, they still aren’t available everywhere. After Hilton’s latest keyless entry push, about half of the company’s properties around the world will be outfitted with digital keys.
Dive Insight:
Hotel companies are rapidly reimagining the hotel experience to anticipate guests’ needs and amplify personal touches. Keyless entry and digital assistants are growing components of a suite of technology offerings they’re installing to cater to time-constrained and sophisticated travelers. As Conde Nast Traveler points out, digital keys can make trips to hotels much better by relieving the frustration induced by losing hotel keys. Skipping check-in lines is also a big bonus of hotel apps providing digital keys. Hilton revealed to Skift that travelers using digital keys and virtual check-in rate their “efficiency of arrival” almost 10% above and their overall hotel stay 5% above those who don’t use the smartphone features.
The ramp-up of Hilton’s digital key program demonstrates it doesn’t take long for consumer-friendly technology to proliferate. Joshua Sloser, senior vice president of digital at Hilton, said the chain can introduce digital keys to 100 properties in 24 days compared to six months for the same number of properties two years ago. The accelerated implementation rates are essential for Hilton to exceed or match the digital prowess of its competitors. Along with Starwood and Marriott, Hyatt and InterContinental are adopting mobile entry.
When executed well, digital keys have the advantage of being favored by guests while giving hotel companies valuable information and opportunities to boost business at little cost. Digital hotel keys entail only “minor investment," Hilton director of digital product innovation Dana Shefsky said in a Travel Weekly article. Apps also housing digital keys help hotels raise direct bookings and slash distribution costs, and gather data about frequent guests to sell products and customize service, the article continues.