Starwood Hotels & Resorts Worldwide Inc has begun the process of implementing an innovative smartphone-based system that will allow customers to check-in and access their hotel room via an easy-to-use mobile application. It is hoped that the convenience of the SPG Keyless system will eventually do away with the hassle and tedium inextricably associated with the traditional hotel check-in desk. The SPG Keyless system is due to go live on Nov. 5 in a handful of hotels including locations in Hong Kong and downtown New York. This initial launch is just the tip of the iceberg, with the hotel and resort giant planning an aggressive roll-out strategy that will see the system integrated into 150 hotels, totaling 30,000 doors.