Starwood’s “SPG For Glass” App Brings Hotel Search To Google Glass

spg-glass-640Starwood Hotels & Resorts is the latest travel brand to land on Google Glass.

The company has launched a Glass app called SPG for Glass that’s now available for Explorers in the official Glassware app directory. Starwood becomes the first major hospitality brand with a Google Glass app.

SPG stands for “Starwood Preferred Guest,” the company’s loyalty program. Non-members can install the app, but in my limited testing, the hotel search didn’t work unless I first connected my SPG account during the install process. If you don’t have an account, the installer offers a link to create one.

SPG for Glass uses voice search to let members look for any of the chain’s almost 1,200 properties across its nine brands. Searches can be done in four ways:

  • “Near Me”
  • “By Destination”
  • “By Airport Code”
  • “By Hotel Name”

After a hotel is chosen, the app offers directions, a few photos and the opportunity to book a room either by phone or email. Starwood also promises SPG members that its app will recognize their upcoming stays and push relevant information about the stay 48 hours before arrival.


Starwood’s app was built internally, and the company says it’s one of the first to be built on the new Glass Developer Kit.

It was just a couple weeks ago that Google approved three other travel-related apps for Glass — Foursquare, TripIt and OpenTable.