Starwood Hotels and Resorts is working to up its technology game at select-service hotels across the brand.
Starwood Hotels is hoping to get ahead of the tech curve in hospitality by adding dozens of new technology enhancements to three hotels in the brand — Aloft, Element and Four Points by Sheraton.
Upcoming customer tech options will include: smartphones to control lighting, temperature and the coffee maker; Apple TV video streaming; light-up smart tiles on the floor; lighting inspired by nature to help overcome jetlag; virtual touchscreen cookbooks installed on walls near kitchenettes; virtual reality bikes in the gym; dual-streaming televisions; and smart mirrors displaying news and weather.
The new technology will complement current amenities, such as the Botlr robotic butler and smartphone check-in and room entrance. These services will be spread across the three select-service hotel chains, which account for about 300 hotels, fewer than 25 percent of Starwood’s overall footprint.
“Five, 10 years from now, we’re going to be living more and more in a technologically savvy world,” Adam Aron, Starwood’s interim CEO, said during an interview at the NYU International Hospitality Industry Investment Conference. “So it certainly makes sense for us to lead in that area. The world’s changing quickly.”
Starwood is also hoping to add more select-service hotels in the future, as the brand’s growth in that sector has paled in comparison to that of competitor hotel brands like Marriott and Hilton.