Seven of the top ideas Starwood is working on include:

1. Electronic concierge message
After opening the door of their Aloft room, guests will trigger an automated welcome message downloaded to their smartphone that takes them through the room’s main features. Designed for the first-time guest (but also with repeat guests, who could benefit from a refresher, in mind), the brief overview allows guests to derive the most benefit out of the experience. More detailed questions can be directed to the front desk.

2. Custom wake-up with coffee
Gone are the days when guests wake up in the morning strictly with a telephone call from the front desk (automated no less). Soon guests—again at Aloft—will be able to program the time in the morning they’d like their in-room coffee to start brewing. If the smell of the coffee doesn’t do the trick, they can program their playlist so the sound of music rouses them from sleep.

Similarly, they will be able to program the light effects they want in their room at any time of the day. Gradient light simulating sunrise is one example.

Increasingly, such upgrades play into the mindset of today’s traveler, McGuinness noted.

“They’re tech-savvy and like to have options when they travel. In fact, our research indicates they tend to be more interested in acquiring experiences than stuff,” he said.

A decade ago, residential design was seen as leading hotel design, but now that dynamic has reversed, McGuinness said.

“Seen another way, consumers who have sophisticated technology built into their homes are going to expect to find the same conveniences when they check into a hotel,” he said.

3. Recipes on a touchscreen
When Starwood initially launched Element, it was positioned as an upscale extended-stay brand. That positioning continues, though it has since taken on a sustainable, green positioning as well. Consequently, each guestroom comes with a full kitchen.

While leading the tour in an Element concept room, McGuinness pointed out a touchscreen cookbook on the wall. For long-stay guests who want to prepare their own meals, the cookbook will provide numerous choices. Foodies also will be welcome to upload their own favorite recipes for others to try.

4. Recharging in comfort
Element guests will be able to recharge their devices while sitting under an outdoor canopy made up of colorful solar panels. This upgrade is being piloted at the Element Dallas Fort Worth Airport.

5. Smart floor tiles
Tiles implanted with radio-frequency identification technology will be installed in the flooring of Element guestrooms. When guests step on the tiles by the side of the bed, they light the way to the bathroom, preventing guests from stumbling in the dark.

6. Side-by-side big-screen TVs
Executives’ plans for the Four Points by Sheraton brand include outfitting guestrooms with two flat-screen televisions mounted next to each other on the same wall. For guests traveling by themselves, it allows the person to watch two sporting events simultaneously, for example. And with wireless headphones included, the upgrade will allow each member of a couple to watch his or her movie of choice without disturbing the other.

7. Digital mirrors
Floor-length mirrors in Four Points guestrooms will start doubling as the morning newspaper when they’re embedded with touchscreen applications that reveal the day’s headlines as well as the weather and the latest sports scores.