Starwood Hotels, parent company of well-known hotel brands like the W, St. Regis, and Sheraton, likes to be on the cutting edge of hotel tech. Though the
company’s various hotel chains don’t yet accept Apple Pay (lagging behind properties like the Cosmopolitan hotel-casino in Las Vegas), Starwood is usually
all-in with Apple products. The company was first to offer keyless hotel room entry by letting
guests wave their iPhones (or Apple Watch) to check in. Starwood’s SPG app was available for the watch
on launch day.
The company doesn’t just have an affinity for Apple. With its Aloft, Element by Westin, and Four Points by Sheraton hotel brands, Starwood is trying to
craft experiences for young, price-conscious, tech-savvy early adopters who are more into experiences than stuff.
I toured the company’s concept labs in Stamford, Conn., this week to catch a glimpse of what those hotel guests will see in the not-too-distant future.