Ask yourself the following question: what is the biggest influence on the overall satisfaction of your guests. If you are like me in your thinking, you will say the service provided by your staff. Well, to quote the Terminator franchise, guest service, prepare to be terminated.
In an attempt to be on the leading edge of change Starwood Hotels is launching an innovative initiative when it comes to their Aloft brand. The main point of interest is the introduction of what Starwood calls the “Smart Check In” which is available to Select Starwood Preferred Guests at five Aloft properties.
The procedure is simple, when a person wishes enrolls in the program they are sent an enhanced Aloft branded RFID keycard. On the day of check-in the guest receives a text message to their mobile with their room number. Upon arriving at the hotel the guests can go straight to their room where their enhanced keycard will open the door and thus, completes the fastest check in of all time.
The question for us, meaning all of us in the industry, is will people value efficiency over service and the personal connection which accompanies it. Would you rather by pass check in and proceed right to the room with no waiting and/or hassles. I know I would.
As participants in this industry we all need to be cognizant of innovations such as this; technology is enabling advances in the industry which were once deemed impossible.
Source: Starwood Hotels
