TECHNOLOGY : SELF-SERVICE
Although the rest of the travel industry has largely embraced self-service , hotel companies remain divided on which self-service options to offer their guests .
Hotel companies generally agree on the utility of integrating self-service into mobile applications , and some are developing room key applications for cell phones . Meanwhile , self-service food and beverage offerings are being implemented , especially in the midscale and extended-stay segments .
However , while check-in kiosks are now found in most major airports worldwide , hotel companies diverge on whether this is something guests want to see in lobbies . “ There is worldwide focus on self-service check-in and check-out . The still nascent and — in my opinion — more interesting self-service area is full front-desk avoidance ,” says John Burns , president of Hospitality Technology Consulting , Scottsdale , Arizona .
The kiosk question For YO ! Company , London , check-in kiosks at its Yotel-branded hotels are primary features differentiating the brand as a convenient pit stop for travelers not looking to spend time waiting at a front desk .
“ The impetus for this was so that customers didn ’ t have to stand in line to fill out registration forms , and so that our teams can be free to help guests in other ways ,” says Gerard Greene , Yotel CEO , adding that the brand is planning on streamlining the kiosk process further to let guests order early check-in or late checkout at the New York City property .
Greene says operations at Yotels have been made more efficient by forgoing the front desk check-in for the kiosk . “ It helps free up our team to spend more quality time with customers ,” Greene says . “ If our staff isn ’ t busy checking people in and out , they are freed up to answer questions , provide hands-on service and lend a more personal touch to the guest experience in other ways .”
Where the front desk remains an option , though , the level of usage of the check-in kiosk by Yotel guests has not been seen .
Hyatt Hotels Corp ., Chicago , has already installed check-in kiosks at 85 of its North American hotels . However , guests have largely not taken up
“ OVER US $ 10 MILLION is being invested in mobile and brand web initiatives to enhance the guest experience and implement self-service concepts where feasible .”
– Thorsten Kirschke , Carlson Hotels
The check-in kiosks at the Yotel New York www . hotelsmag . com January / February 2012 HOTELS 59