“At the moment, the complications might be magnified for multi-brand, multi-property operators piloting more than one keyless system from more than one brand/vendor, but sources said that this somewhat disjointed approach may actually be preferable to a universal solution; at least until keyless tech is a little further along in its development cycle.”
As hotel companies across the industry begin to embrace keyless entry technology, they will also need to work out the challenges that go hand in hand with such integration.
Major conglomerates such as Hilton Worldwide Holdings and Starwood Hotels & Resorts Worldwide are continuing to conduct pilot testing across multiple properties and brands. Starwood is backing up the technology with a $15-million investment. After launching its SPG Keyless solution at select properties (Aloft Beijing; Aloft Cancun; Aloft Cupertino; Aloft Harlem; W Doha; W Hollywood; W Hong Kong; W New York-Downtown; W Singapore; and Element Times Square), the company is now installing SPG Keyless in 30,000 doors at all of its 150 global W, Aloft and Element hotels.
In the meantime, Hilton is pilot testing its own mobile-enabled room key technology at 10 U.S. properties. By year’s end, the company expects to offer the digital amenity at all U.S. properties of four brands: Conrad Hotels & Resorts, Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts and Canopy by Hilton. Looking ahead to 2016, Hilton will then deploy the technology at scale across 11 brands globally. Similar to the SPG Keyless solution, Hilton’s keyless entry platform is driven by the company’s branded mobile app. Hilton hopes the keyless system will drive usage of the app, which hoteliers can then use to drive incremental revenue through mobile devices. It’s a potentially major revenue source to sway hoteliers who might still be on the fence.
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“InterContinental Hotels Group, for example, last year used Ghostery to discover the source of unauthorized digital vendors that were collecting data on some of the hotel company’s web pages, which were slowing down the sites’ response times…’Every millisecond of page latency costs thousands of dollars in lost sales,’ said InterContinental Hotels Group Director of Web Delivery Chad Westfall.”
As brands invest in marketing technologies that make it easier to engage with consumers online, their concerns about digital security are growing.
Companies have encrypted web pages that are designed to prevent third parties from accessing customer data entered online. But many of these sites still have marketing technology that isn’t secure and that could expose a brand to potential data breaches, according to new research from privacy tech firm Ghostery.
Ghostery examined 50 encrypted websites in the airline, financial services, insurance, news and retail industries using data collected from its panel of 20 million consumers. According to Ghostery, 96% of the web pages studied that were supposed to be secure had a security blind spot due to the presence of non-secure code.
For more: http://on.wsj.com/1mCbsAJ