SPG Keyless is a feature that allows you to check-in for your room using your smartphone and then use the near field communication (NFC) technology built in to enter your room. Your phone replaces the key, and you don’t have to spend any time at the front desk.
To earn the points you must register and stay at a participating hotel by February 29. You must also use an American Express card to pay for your stay, linking it to your SPG profile. It does not need to be an SPG Amex card. (HT to drvannostren on FlyerTalk)
Personally I don’t see much value in this new feature, but I can still be a technical Luddite at times. It just isn’t that much hassle to check-in with a human and get a physical key, especially if you’re a frequent guest and have access to a priority queue.
Maybe the fact that Starwood is running this promotion suggests the majority of guests share my opinion. Or maybe it just reflects the fact that NFC is still an emerging technology, and many people don’t have the capability on their current phone. Whatever the reason, I do agree that 2,500 points is worth giving it a try if you have the option.