Hotel companies are starting to conclude that guest room key cards are no longer the key to customer satisfaction. The largest hotel companies in the world are experimenting with technology that allows guests to use their smartphones to open the doors to their rooms, bypassing the front desk upon arrival. One drawback, many of the hotels require guests to become members of their loyalty programs in order to use keyless entry. Another is the fact that in many cases only the loyalty member can use the function, requiring additional guests to get a key card. While Starwood, Marriott and many smaller boutique or lifestyle hotel chains have pilot programs in place Hilton has the most extensive program. Their Digital Key has opened 2 million doors at 400 hotels in the U.S. In addition to smartphone entry, Hilton HHonors members who use digital check-in can select their exact rooms though interactive digital floor plans, use Google maps to determine what kind of view they will get from a particular room and have real-time chats with the property to make requests. Hyatt is also experimenting with other ideas such as Wi-Fi enabled airport shuttles that allow printing keys en route, permanent RFID keys for frequent guests and functionality that allows travelers to print their keys at a terminal with a QR code from the Hyatt app. To read more at USA Today, click here.