With keyless start, the most common cause of this is a weak key fob battery, so that is the cheapest first thing to change. Most VW handbooks describe an emergency start where you hold the key against a marked spot on the steering column or near the start button, which is worth trying next time. Strong radio interference can also block the key signal, for example near some fuel stations or with a phone and other cards right next to the key. If it keeps happening with a new battery, I would ask the dealer to read the fault memory for the keyless module.