Inn-Sight: Re-envisioning the Traditional Check-in

For designers and operators alike, the check-in experience is important to get right. If done properly, it can completely change the way the customer views the service, design, and overall experience of the hotel. If the experience misses its mark it can completely diminish other positive aspects of the guest’s stay. With millennials accustom to using their phone as a starting point for a larger variety of hospitality experiences, the demand for using alternative check-in strategies is becoming more important for today’s new hotels. With increasing pressure from guests to have more flexible check-in/check-out options available, many major brands are looking towards online solutions to better serve their digitally focused customers.

The check-in experience requires guests to coordinate their stay, submit identity documents, supply a payment card, review hotel information (breakfast service, Wi-Fi password, amenities, etc) and receive keys. Many brands have elaborated this process to include gifts for rewards members (such as a bottle of water or a warm cookie), and most hotels also use this moment to upsell guests on things like rewards plans and upgraded rooms.

Traditional Check-in

Of course, the most ubiquitous and relatable check-in experience is at a traditional front desk. This desk serves as a place where the guest gets its first taste of the level and quality of service, where she can be introduced to the major amenities and even be offered upgrades or customized recommendations for things to do around town. This human-to-human interaction can be a warm welcoming for the business or solo traveler, and often helps strengthen the relationship the guest feels with the hotel.

There are some drawbacks with this traditional model: busy times can mean a longer wait for guests, forced interaction can feel unwelcome for some travelers, off hours can leave the desk empty or unmanned and some hotels are even forced to close the front desk during overnight shifts – leaving the late arriving guest having to follow lengthy after hour procedures. This is why many hotels are turning to check-in kiosk or mobile check-in options.

Check-in kiosks

Some modern hotels like Yotel or citizenM have decided on kiosks for check in instead of a traditional desk. With 4-6 kiosks available serviced by 1-2 staff members, the wait time for a guest can greatly reduce. All the normal check-in activities can be handled at a kiosk, such as coordinating the dates, paying, reviewing identification, and printing keys. Kiosks can also offer discounts or upgrades to rewards members. Best of all, the check-in experience is the same 24 hours a day, allowing guests to expect the same quality of experience whenever they arrive.

The downside to this model revolves around technology and user interface. As a visual experience, seeing a bunch of computers situated in the lobby of a luxury hotel can feel cold and uninviting. Additionally, when you consider the pace at which technology advances, the kiosks can feel out of date within a few years. The biggest drawback is in the interface of the software – the uninitiated can find some check in systems confusing, frustrating, and impersonal.

Mobile Check-in

Many major brands are starting to incorporate mobile or online check-in as part of their standard offerings. Mobile check in can be offered on the hotel’s website or app, similar to air travel. Guests can upload images of their identification documents, enter their credit card information, review their booking, and even browse through upgrades and rewards. Some brands even allow guests to select their room like they would their seat in a plane. Best of all, travelers can use this feature to check in at their leisure, like in the cab ride to the hotel. Once there, they walk right to their room and use their mobile device to unlock their door.

Naturally, mobile check-in represents a major shift from the normal hotel operations. Aside from the hardware switch required for door hardware capable of mobile entry, the software change (including app creation or adjustments, and internal operating procedures for guest driven room selection) can be a large expense. Most of the time this system is used in conjunction with a traditional check-in desk, as some travelers are not as digitally fluent.

Of course, hotels are using a mix of different modalities of interaction. This means the front desk transforming, becoming more flexible and more purpose driven. It can be combined with the lobby bar or with a café component to become a functional space during off hours, or some brands use it as a visually active place with televisions screens or ticker tape showing news. These techniques allow the desk to look active and open even when staff are attending other duties.

Regardless of check-in modality, hotels are realizing that it is still important to offer their guests a way to quickly interact with a real staff member. Whether it’s to solve an issue, ask for directions, or better understand the hotel, digital interactions may boost service but nothing can replace face to face hospitality.