More and more hotels have implemented self-service kiosks, allowing guests to skip the traditional check-in process altogether. A new hospitality study from Cornell’s Center for Hospitality Research (CHR) reveals that when self-service functions correctly, it does enhance guest satisfaction and improves hotels’ financial results. However, when a problem occurs with the self-service computer system, guests are far less willing to return, much less pay a premium rate.
The study, conducted by professors Tsz-Wai Lui and Gabriele Piccoli, compiled statistics from two hotel chains totaling 163 properties to determine the ratio of automated check-ins and the ratio of failed check-ins using lobby self-service kiosks. They matched those data with aggregate financial performance from Smith Travel Research.
The study found that adding the self-service kiosks did improve the hotels’ financial results, but the improvement showed a time lag. Thus, the study’s authors caution hoteliers not to expect instant returns from adding self-service kiosks. However, when something went wrong with the self-service check-in, the hotels in question saw a reduction in guests’ willingness to pay—and to return. For this reason, Lui and Piccoli urge careful rollout of self-service technology, along with substantial staff support for guests who are using computers to check-in.
