(Fortune)
The app is more than just a nice amenity. Westin's parent company, Starwood Hotels & Resorts Worldwide (No. 400 on the Fortune 500), believes such technological innovation is at the heart of a larger strategy to drive guest loyalty. Like points programs that reward frequent visitors with free or discounted rooms, the company hopes personalized apps and other cool tools will help retain customers. (A handful of Starwood's Aloft locations let guests bypass registration by using their smartphones to check in; special reusable keycards can be remotely preprogrammed to unlock a guest's room.) "What technology can do is take the intimacy of that one-to-one relationship you might have with a favorite hotel and make that possible across a system of 1,162 hotels in nearly 100 countries," says CEO Frits van Paasschen.
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