Company insight
Why guests will forget all about the front desk
While many associate hospitality experiences with starting at a hotel’s front desk, this need not be the case at all. Matthew Prosser, senior sales director, EMEA at Agilysys, explains why untraditional technological approaches to customer interaction could do away with the front desk experience entirely, revolutionising the way guests experience hospitality and bringing benefits to businesses.
hat matters most to guests is flexibility. They no longer want to be constrained to the traditional way of checking-in, interacting with staff and enjoying their stay. They will look for technologies that are mobile and secure while supporting healthy, physical distancing expectations. Indeed, the need for contact can be altogether avoided when guests can engage hotel and resort staff from a smart device. Ultimately, guests want choice. They want to be self-sufficient whenever it suits them and they want personal attention when they prefer. The future of hospitality will still provide guests with the luxury of choice – as it always has. This becomes especially important as our industry continues to regain its footing from the Covid-19 pandemic. We are all creating a genuine, yet touch- free future that will form the foundation of new, long-standing traditions for hospitality markets, and this article presents just some of the ways operators can make that possible by moving away from the physical front desk.
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Why abandon the front desk? Do hotel and resorts really need a front desk? No. It is that simple. Kiosks, mobile check-ins and digital keys allow guests to bypass the front desk and go straight to their rooms. Through a single guest itinerary, they can access their pre-booked activities or make new appointments once they arrive – they do not need a staff member to physically help them with any of these things today. This approach is expected to have a lasting effect that will change hospitality’s approach to guest service – and for the better.
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The hospitality industry is increasingly relying on technology, such as self-service kiosks, to encourage flexibility in how a hotel interacts with its guests.
The reality is that the advent of mobile check-in and digital room key technologies have positioned the traditional practice of front desk queues and check-in delays as a thing of the past. A contactless check-in process no longer inhibits staff workflows or guest experiences. With the driving trend in hospitality innovation being the support of a contactless guest journey, mobile guest check-in, room access and check- out capabilities bring significant value for hotels and resorts who seek to deliver ‘touchless’ alternatives on the other side of the pandemic.
The mobile check-in experience further creates ‘virtual touchpoints’ that can translate to upsells and cross-sells for a bit of a revenue boost. Operators can utilise this digital experience to extend promotions to guests via their mobile devices. Offers including room upgrades,
dining reservations, spa treatments and other opportunities can be used to entice guests to spend a little bit more than they would if prompted by a front desk agent. But what about the guests who want that face-to-face interaction and require help with check-in? Today’s technology allows staff members to meet guests where they are. They can access the guest’s itinerary, room status, perform ID verification and check the guest in without the need for a fixed front desk. Guests can interact with the hotel in the way they are most comfortable – from check-in to check-out. Plus, reservations management systems automatically monitor room availability and assign rooms to optimise floors and housekeeping teams. There is no longer the need for a traditional front desk or concierge station when staff members have access to the hotel’s systems from a mobile device.
Hotel Management International /
www.hmi-online.com
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