Hilton Worldwide has introduced Digital Key, a new feature of the Hilton HHonors app, providing the loyalty programme's members the ability to bypass the hotel check-in counter to access their rooms via their smartphones.
By early 2016, HHonors members will be able to use their smartphones as their room key to enter more than 170,000 rooms at 250 U.S. properties within the Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts and Canopy by Hilton brands.
"HHonors members can use digital check-in and room selection at more than 4,100 properties globally - and those who have used it have shared exceptional feedback," said Geraldine Calpin, senior vice president and global head of digital, Hilton Worldwide.
"With Digital Key, we are making the guest experience even more seamless through our improved mobile app."
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Since Hilton's introduction of digital check-in with room selection last July, HHonors members have digitally checked-in more than 5 million times to date.
In that same time period, the HHonors app has been downloaded more than 2 million times, and 93% of guests have said they've felt satisfied or extremely satisfied with the experience.
In addition to checking in digitally, selecting their own room from a floor plan or list and using their smartphone as their key, members can further customise their stays via the app by requesting amenities - like extra pillows, snacks or drinks.
"Through our app, we're giving HHonors members the ability to better control and personalise their stay with us," said Calpin.
"Imagine if an HHonors member is arriving at our hotel after a long trip or running late to a meeting, Digital Key can provide our frequent guests the added benefit of going straight to their room without stopping at the front desk."
Beginning the day before arrival, HHonors members who book directly with Hilton may select their desired room on their mobile device using digital check-in and will be asked if they'd like a Digital Key during their stay.
If the guest elects to use a Digital Key, it is issued as soon as their room is ready the day of arrival.
When the guest approaches their hotel room, they can simply press the virtual "unlock" button on the app to unlock the door.
Digital Key beta testing commenced earlier this month at the Hilton Alexandria Old Town in Alexandria, Vancouver, and will continue through 2015 at select US properties.
Digital Key will first be available on the iOS platform and, later this year, it will be offered to Android users.
In addition to receiving other benefits like free standard Wi-Fi when booking directly through Hilton, HHonors members who use the Digital Key this year at beta hotels will receive 2500 Hilton HHonors Bonus Points.
The Hilton HHonors loyalty programme is open to all guests and free to join.
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