Guest check-in — The now and the next

The capacity of hotel information systems has increased immensely over the years. The use of swipe cards, electronic databases and hotel analytics etc., has relieved desk staff from a significant part of their administrative duties.

However, new check-in technologies are set to take things up a notch — by accelerating the process and equipping desk staff to be better guest experience managers.

The race to reception

Research undertaken by Market Force Information indicates that 93% of guests still check in the traditional way — at reception (fascinating, in a digitally-driven culture). It could be that they simply prefer the human element, looking to talk to someone on arrival. While this seems reasonable, it doesn’t justify the administrative hassle and data entry ordeal that accompanies the ‘welcome process’. Personal details have to be logged, documents scanned, and only then is the guest released. Every manual data transaction becomes a barrier to guest experience.

68% of guests want to accelerate the check-in process using technology, namely through their phones. What we have now — self-service options such as online check-in, apps and kiosks — do not meet this demand, as a mere 6% opt for these. If self-service is meant to promote independence and speed, why do so many people still flock towards the front desk?

Ease and efficiency, mainly.

Market Force Information also indicated that 71% of those who check in at the desk, experience efficiency, compared to 59% of kiosk users. Self-service only shifts the burden of data entry from employee to guest, and the majority prefer hotel staff to do it for them.

Experience is everything

In the eyes of customers, the traditional approach needs acceleration. Steps toward innovation, i.e., self-service, have shown to be even less efficient than the current state of affairs. Both do little for customer experience.

An identity app makes checking in a pleasant process, and as a result, customer management becomes the sole focus of hotel staff. The guest uses their phone to check-in on-site and their information is delivered into the hotel’s systems — without the need for forms and copies of IDs. They arrive at the reception, collect their keycard and retire into their rooms — swift, secure check-in.

The best case of efficiency is that of group check-ins. What would have taken upwards of half-an-hour can be completed in under three minutes, cutting down wait times and hence, frustration.

Whether it’s business travellers, seniors, or a family with infants, this next-gen approach facilitates a guest-centric welcome and offers ultimate customisation. Check-in can be quick and limited to the essentials, or individualistic through dialogue and personal assistance. In either case, the underlying data transaction is straightforward.

When check-in is made seamless, staff are liberated from data entry (thereby data errors and its implications) and are equipped to deliver the best possible hotel experiences.