From Think With Google:
"Let me give you a very clear example of that. A micro-moment when you're traveling is wanting to get into your hotel room and not have to wait in line to check-in. With the Starwood app, you can check-in right on the app. As soon as you enter the property, beacons recognize that you're there. You verify your identity with a fingerprint (if you’re on an iPhone), the app provides your room number, and then you simply hold your phone up to the entranceway to the room, and go right in. That's an amazing way for a brand to help you in a micro-moment."