I'm in a quandary.

On the one hand, when I arrive at my hotel in a new city it’s lovely to be greeted by a smile from a real person at the front desk. On the other hand, if there's a queue it's very easy to start feeling annoyed - particularly when I'm going to be asked to confirm details that are already on the system before I’m handed my room key.

I'd happily opt for an automatic check-in either at a purpose-built kiosk or, even better, before I arrive at the hotel on my phone.

And I still get a smile - well, sort of! It's very simple to personalise a greeting.

Death of the front desk?

It seems I'm not alone in wanting less hassle at check-in.

Hotel experts predict that front desks will be an endangered species in the not-too-distant future. In theory, this will mean fewer staff, although imaginative hoteliers will find new and fulfilling roles for them which can add value to guests.

For instance, more automation of back-office processes like invoices, reservation data and occupancy rates would free-up staff to chat to guests about the hotel’s bars, restaurants and spa. It’s a great way to sell extra services and can really boost profits. Also sharing a bit of local knowledge about the best time to visit shops or museums wins loyalty. Research shows that returning guests spend more on average ^[1] than new ones.

Of course, it's hard to believe the long established, five-star hotels, will do away with hotel receptions completely, after all, much of their attraction is the wow factor one experiences walking into the foyer of these grand buildings.

But for many of us the digitisation of the hotel sector provides more choice which is to be welcomed.

Getting the digital future right

The challenge for hoteliers will be getting the balance right between the sort of tech that guests want and appreciate and the type that might be seen as just a way of cutting costs.

What we know is that people want speedy check-ins and easy walk-outs. Check-in terminals or kiosks can verify a person’s identity and scan an ID document and then generate a key card. One advantage is their consistency, whatever the hour. They’ll happily pass on information about the hotel 24/7 and will give the same service for a late check-in as for a regular one.

Kiosks can also handle check-outs just as efficiently. Taking payments by debit or credit card and automatically sending an invoice to an email address.

Mobile check-in and check-out

In some hotels there is now no front desk or kiosks.

Instead, everything is controlled through the guest’s smartphone – enabling mobile check-in or check-out.  All communication is done through the phone either using an app or web portal. Guests can be sent a key code for their room even before they arrive. This is a great way to take away anxiety – it's much easier to relax when you know your room is ready and waiting for you and you won’t have to wait to get into it.

Research shows that nearly 60% of people want the option of mobile check-in or check-out^[2] and are more likely to pick a hotel that offers this service. We really hate queuing, don't we?! Even so only about a third of hotels offer mobile check-in / check-out – so there is still an early mover advantage for businesses that invest in this technology.

I love it when I can simply walk out of a hotel without needing to sign anything, drop anything off, stand in a queue, or even make a payment in person. Express checkout services take all the hassle and rush out of what can sometimes be a stressful process!

App advantages

I was surprised to read that only about a quarter of hotels have developed their own app^[3].

Research shows that apps are a great way of building loyalty and increasing sales. So again, there is an early adopter advantage for businesses prepared to invest. A good app can really improve customer service. Through it guests can buy services and products anywhere in the hotel, including from the comfort of their room, and choose upgrades.

They also make it easier to track guest behaviour. As we all know, data is the new oil/gold, because it allows you to make more informed decisions and helps you predict future patterns.

Apps can be adapted to any language, making guests more comfortable when they're communicating.

It's the same principle with currency conversion. Offering your customers the option of paying in their own currency, while you receive payment in yours, helps to put them at their ease.

Integration is essential

To make the hotel of the near future work most efficiently requires integration.

From front desk to back office, from hotel bar to luxurious spa, from check-in to check-out, tech must work invisibly so guests don't even see it.

That's the way we've built our payments systems. We've worked with all the major Property Management Systems (PMS) and the leading software providers to ensure everything works smoothly.

Now what time does the restaurant open?

Sources

[1] Hospitalitynet

[2] Openkey

[3] Siteminder