Guests don't need keys at Aloft Hotel in Manhattan or one in Silicon Valley. By the end of this quarter, they will be able to use their smartphones to get into their rooms. Individuals will receive a message via the company's mobile application, which will include a virtual key. By tapping the phone or twisting it on the door's device, it will unlock the room. "We believe this will become the new standard for how people will want to enter a hotel," said Frits van Paasschen, Starwood's CEO. "It may be a novelty at first, but we think it will become table stakes for managing a hotel."