Strategic Management: A Competitive Advantage Approach, Concepts and Cases, 16/e
by Fred R. David, Forest R. David
External Issues
Technology
Hotels are rapidly developing smartphone apps to help speed up check-in for travelers, including letting customers go straight to their rooms by using their smartphone to unlock doors. In November 2014, Starwood Hotels and Resorts (HOT) became the first hotel to let guests unlock doors with their phones. The feature is available at 140 Aloft, Element, and W hotels at mid-2015. “Guests want this because it makes their lives simpler,” says Mark Vondrasek, who oversees the loyalty program and digital initiatives for Starwood. “The ability to go right to your room gives them back time.”
In 2013, Marriott International (MAR) launched its check-in app at 330 North American hotels last year. By the end of 2014, that Marriott ...
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