personal relationships with consumers. 4. Brands do not recognize the personal nature of mobile and the level of relevance the right mobile tools can give users. 5. Brands have not realized how much more decentralization is coming from mobile. Mobile experiences will evolve to consist of more micro interactions that will better serve the moment and context of the user. Starwood Hotels took a different path, aggregating contextual data to improve travel. SPG Keyless is a mobile app that automatically checks you in and out of your hotel room, based on your booking time and geographical proximity. Bluetooth connectivity gives easy access to your room, as well as to elevators, pools and saunas. With push notifications to keep you up to date, guests can bypass check-in, check-out, and the front desk entirely! Most important of all, the app only works if customers sign up to the SPG loyalty programme, meaning a host of data is being collected to personalize