Starwood Hotels & Resorts has launched SPG Keyless, a service that enables guests to use their smartphone as a room key.

The SPG app will now prompt guests at participating hotels to opt into Keyless 24 hours before their arrival. They can then bypass the front desk for check in and head directly to their room and unlock the door by holding the smartphone to the Bluetooth-enabled lock, which was created by manufacturer Assa Abloy.

“Not only does SPG Keyless alleviate a perennial pain point for travelers, but it also transforms the first interaction with our guests from one that is transactional to something more personal,” said Frits van Paasschen, Starwood’s president & CEO. “This is just the beginning, because through mobile we have the opportunity to marry high tech and high touch to transform the hotel experience in many exciting ways.”

Keyless will launch in 10 hotels this Wednesday, before a global rollout which is aiming to be available in 150 hotels by early 2015.