Considering the way the industry is moving with keyless check-in and other technology efforts, the integration of Apple Pay makes perfect sense, sources said.

You could call Beau Benton an early technology adopter.

The president of development company LBA Properties recounts a time when he was in the check-out line of the grocery store, and went to use Apple Pay to complete his purchase.

“Hey! He actually uses it!” he recalls the cashier exclaiming.

Apple Pay, though, is moving beyond the grocery store. Marriott International announced earlier this year that it intended to integrate Apple Pay, a payment system that allows consumers to effectively use their iPhone to pay for products and services, into its own properties.

Benton’s first reaction upon hearing Marriott’s plans? “How does that fit with our model?”

After considering the ramifications, however, Benton said he sees how new payment systems such as Apple Pay can work within the hotel industry.

“As the brands move to keyless check-in within the next couple of years, people will be checking in on their phone, bypassing the front desk, using their phone as their room key,” he said. “Considering that, (this) kind of payment system makes perfect sense. I see where they’re going with that. The front desk can focus on guest service instead of checking people in.”

During a press roundtable interview at Marriott’s 1,000th opening of one of its Courtyard-branded properties in Walla Walla, Washington, Marriott’s Janis Milham said she is proud that Marriott is taking a leadership role with Apple Pay.

“This is really important to millennials,” said the senior VP of modern essentials and extended stay for Marriott and former VP of the Courtyard brand. “A lot of millennials consider Marriott and Courtyard to be their parent’s brand. We want to change that.”

“This is a perfect example to jump on that with Apple Pay.”

She said Marriott will continue its focus on millennials, including adding new technology wrinkles where appropriate. Other Marriott officials were not available for comment prior to press time.

Integration

LBA has 65 properties in its portfolio, including Marriott-branded hotels. Benton said he is not concerned about integration headaches.

“The brands should help with any integration problems,” he said.

Michael Tall, president and CEO at Charlestowne Hotels, said the company is currently working to outfit the 35 properties in its portfolio with the technology. He said there are a lot of positives to moving to new payment systems, including increased PCI security and the ability to easily change if something is not working.

“If it doesn’t work, there’s not a lot of damage to switch it out,” he said. “Five years ago, if you had to switch it out, it would have stopped the earth from turning. It makes the ability to change easier.”

The benefits will outweigh any potential integration headaches, Benton said.

“It adds another level of security with (PCI) compliance and all that,” he said. “This is another way of keeping away that slip of paper that’s behind the front desk that has a customer’s credit card numbers on it.”