On-line vs standing in-line
Over four decades ago, when David R Humble stood for a long time at a grocery store in Florida, he decided to do something about it. He created a prototype of an automated self checkout kiosk, which after three years of trials and an investment of US$ 5 million, resulted in the installation of the first self-checkout machine in a store in Atlanta in 1986.Since then, self-checkouts have evolved massively and have gained a significant foothold at stores around the world.
Whilst traveling to another country for a short assignment, and on the way to my hotel from the airport, I popped into a supermarket to buy a shaving kit which I had forgotten to pack. Despite the long lines at the checkout counters, I was out of there within five minutes after grabbing my single-item purchase - thanks to the available self-checkout option.
In sharp contrast, my entry to my hotel room took over twenty minutes. Although I had done an online check-in, collecting my key, (which compares to a single-item interaction), compelled me to stand in line at the front desk. The long wait defeated my purpose of getting to my room as quickly as possible.
While the online check-in reduced the amount of time I would otherwise have had to spend at the reception, I was still held up by other guests - though not at their fault.
When I related my experience to my son, he exclaimed “that’s crazy, why don’t they consider automating the dispensing of key cards to those who have made an online reservation?” I can well relate to his comment, especially as he prefers ATMs to bank tellers and finds airline kiosks easier to deal with than counter attendants. Younger people do tend to lean towards the automated experience more than us older folks.
Car rental companies like Hertz, for example, make it easier for customers to retrieve their car key to their rental vehicle instead of having to queue up at the counter or when arriving after business hours, by offering an automated kiosk.
Hotel software solutions provider P3 has now rolled out a new service, one which permits hotel guests who check-in online to collect their room key at a kiosk in less than a minute. Great news indeed! Before arrival, guests click on a button in their online check-in email and are directed to a check-in page on the hotel website where they can select their estimated time of arrival.
P3 describes the new service as being the ‘bridge’ between collecting keys at the reception and keyless cell phone entry into hotel rooms. Yes, this is the affordable middle path for hotels that are unable to offer keyless entry technology, which also requires replacing every guest room door lock - a prohibitively expensive exercise for many.
Guests begin the self-check-in by entering their reservation details into the kiosk terminal to retrieve their booking. A summary of their reservation details are shown on screen. Last minute amendments, such as an additional guest, or add - ons such as dinner options can be included, whereupon guests will be required where applicable, to pay upfront or pre-authorize their credit card using the Payment terminal. After completing the payment, guests can cut their own key cards on an integrated key encoder.
This is all done by using currently available technology that people are familiar with, making it easy to use for guests and cost efficient for hotel operators who also get to free up staff for greater value interactions with other customers.
Like in supermarkets, where self-check outs allow operators to re-deploy labour, the new service, which offers guests to by-pass the front desk, can provide some relief to hotels who, as it is, are struggling to have enough people to staff the frontlines.
Shafeek Wahab – Editor, Hospitality Sri Lanka, Consultant, Trainer, Ex-Hotelier
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