By Sophie Cartwright, Marketing Communications Manager – Guestline.
Hospitality technology is now significantly more advanced, agile, and capable in supporting both staff and guests from an operational and guest journey perspective. Much of this advance has been characterised by a more automated approach to managing manual tasks which in turn has paved the way for guests to take a more self-service approach. Particularly when it comes to checking in and out.
Putting the arrival and departure process directly into the palm of guest’s hands can and does have a significant domino effect for operators in then enhancing wider operations. But to reap a solid operational efficiency return on any self-service solution investment there are some important first steps hoteliers should take.
Is self-service right for my hotel and my current operations?
Before introducing any new solution, it is vital to do due diligence and have a clear understanding of what the challenges are and where and how that solution will work to address it. There are some misconceptions around which types of properties for example, self-service is right for. In actual fact a more digitised guest journey can deliver more accurate guest profile information, faster check-in and check-out and quicker and more streamlined operations regardless of size, location, or market segment.
Where self-service can really have an impact from an operational point of view is when integrated into more modern, cloud-based platforms and tech stacks which can facilitate a direct dialogue between self-service, the PMS and staff, which then in turn don’t demand staff to be involved at each stage. Every department is automatically updated so staff can see in real time when a guest has checked in or out.
Another area to consider is distribution and where and how distribution channels can impact payment methods. Keep in mind that whilst some use Virtual Credit Cards (VCC), others offer fully pre-paid stays or payment upon arrival. Whichever method is in place, ensuring there is a solid integration between the self-service kiosk and payment gateway will not only ensure the check-in process is smooth, but also that vital cashflow is effectively managed and protected.
Location, location, location
As any retailer or estate agent will tell you location is key for success – whether that be sweets at the till or family homes in the catchment area of excellent schools. The same principle applies to getting the best operational value out of self-service and the location of the kiosk is key to maximising that. Consider where the kiosk will sit in relation to the physical reception desk and alongside any other features of your lobby, as well as where staff will stand.
Clear, visible signage to direct guests to a self-service kiosk so they easily know where to go, particularly at the point of arrival and departure when they are both keen to arrive and likewise leave if they are in a rush to catch a train or flight. Kiosks can and do work well as the only option for guests to check-in or check-out but for those hotels who do wish to have staff in place, you can put Lobby Ambassadors in place to answer any additional questions and add a more human touch when needed.
Train up staff to level up operations
Guests who have been more familiar with self-service in other aspects of their lives – particularly retail – may find the switch to a more self-service experience in your hotel perhaps easier than staff. Just as it is important to invest in due diligence around how it will enhance your distribution channels and integrate with existing technology, so too it is important to invest in training staff to ensure they are also utilising it to maximum effect.
Not only do staff need to be trained on how the kiosk works so they are ready and able to answer any guest queries, but they also need to be trained on how to work alongside it. For example encourage them to recommend it to guests on arrival by proactively offering self-registration. Phrases such as “Would you like assistance with our self check-in system”, rather than “Do you want to use self check-in?”. Likewise, consider the different scenarios and questions that might arise in the course of a guest using self check-in and ensure staff are equipped with and understand the right responses. For example if a guest is reluctant to use it then offer to help them with a traditional registration and suggest they might like to consider it on check-out once they are more used to the hotel layout.
Recommending the kiosk to guests will be particularly beneficial during periods when a queue builds up – staff will be able to process check-in and check-out much more efficiently, data will be shared with the PMS more efficiently and operations across departments will also take place more efficiently so the benefit can be felt venue-wide.
Further information is available on the Guestline website: Hotel Check-In Kiosk | Self Check-In/ Check Out Kiosks for Hotels
