Can automated check-in replace personal service?

Starwood’s Aloft hotels unveils automatic “Smart Check-In” program

As previously reported, many hotels, especially luxury ones, are upgrading their personalised service. But at others it’s just as likely that technology will replace human check-in altogether. Automatic check-in will soon be implemented at Starwood’s Aloft hotels. The chain’s “Smart Check-In” is the industry’s first automatic check-in program that makes use of mobile devices’ radio frequency identification chips. Starwood Preferred Guest members are given a keycard, which is activated from the day their stay begins, completely bypassing the need for check-in.
It’s true that business travellers need immediacy. But this technological development raises questions. One of the highlights of a stay in Asia – which is where Aloft hotels are expanding most rapidly – is hospitality. Will regular guests really return to their favoured brand if all of the personal attention is taken away? What happens if guests are unhappy with their rooms?
4Hoteliers

x

Check Also

Marriott, Starwood, Sheraton, branding, renovation, public areas, rooms, hotels

Marriott reveals vision for Sheraton overhaul

The company estimates that owners have already committed $500 million in renovation investment in the US.

Marriott, Stawood, Sorenson, ceo, brexit, trump, election, opinion, nationalism, interview, award, tanya Beckett, BBC

“Wave of nationalism” worries Marriott CEO

Nationalist policies seen in Europe, the UK, the US and beyond are affecting travel trends, Arne Sorenson says.

Swede becomes AccorHotels Europe CFO

Maria Larsson comes from global competitor Starwood

ITB, China, Anbang, IHG, takeover, bid, M&A

China’s Anbang eyeing takeover of IHG?

Contradicting reports about group’s plans

Aloft, voice-activated, room, hotel, Starwood, technology, robot

Hotel chain debuts voice-activated rooms

Two Aloft hotels experiment with voice-activated function

Westin, Jakarta, Indonesia, highest hotel, Starwood, Gama Tower

“Highest hotel in Indonesia” debuts

Westin Jakarta has “sky lobby” on the 52nd floor