The modern hospitality industry represents the height of innovation and digital self-service kiosks are at the forefront of that. In fact, global self-service kiosk installations increased by 43% by mid-2023, nearing 350,000 installations. Massive, right? This is because consumers prefer self-service kiosks over traditional methods of ordering and interacting.
And why wouldn’t they? Upon arriving at the hotel, guests can proceed directly to their room without going through the check-in counter.
Checking into your room or placing your order on sleek, interactive touch screens within minutes puts the power of choice at your fingertips.
From hotels and resorts to restaurants and fast-food chains, these compact yet powerful digital tools have revolutionized guests’ interactions with hospitality establishments.
But what exactly is the impact of these digital marvels on the hospitality industry? That’s precisely what we’re here to explore. So, let’s begin!
How Do Digital Self-service Kiosks Work
Self-service kiosks are more than shiny machines with touch screens to assist your customers and guests. Behind their glossy façade lies a sophisticated software and hardware system meticulously designed to deliver a seamless and intuitive user experience.
The software system can be customized to meet the specific needs of each hospitality business, whether to provide self-check-in/out services or enable self-ordering with digital payment processing.
These kiosks are connected to a network of databases and systems, seamlessly integrating with your existing software to retrieve and process information in real-time. From verifying customers’ identities to processing payments securely, they handle it all with speed and precision.
The result? Seamless self-service that gives the power of quick resolutions to your customers.
Impact of Self-service Kiosks in the Hospitality Industry
So, why are self-service kiosks becoming increasingly popular? Why do you think that as many as one in every four Americans prefer using self-service kiosks over manned checkouts? Well, the impact is truly profound:
- Hassle-free Check-in and Checkout
Self-service kiosks whisk guests through the check-in and checkout process effortlessly, ensuring they spend less time at the front desk and more time enjoying their stay. These digital screens allow guests to check in and check out on their own terms.
The kiosks are powered by a super intuitive user interface, guiding guests through the process. They can put in their details, verify their IDs, and get settled into their accommodation, all without a single ‘Could you help me with my reservation?’ question.
- Enhanced Customer Service
By utilizing self-service kiosks for routine tasks, you can dedicate your time to delivering exceptional customer service personalized to their needs.Provide a warm welcome and personalized attention to make them feel right at home.
Rather than being tied down by administrative tasks, hospitality professionals can engage with guests on a more meaningful level, better anticipating their needs and preferences. Additionally, your staff can respond more promptly to guest inquiries, requests, and concerns. Whether providing recommendations, addressing issues, or accommodating special requests, staff members have more time and resources to dedicate to each guest interaction.
- Increased Personalization and Customization Options
Self-service kiosks can analyze data, including past purchases, preferences, and customer behavior. With this information, they can make intelligent recommendations for products, services, or experiences that align with each guest’s unique tastes. For example, a hotel kiosk might suggest room upgrades or amenities based on a guest’s previous stays or special occasions.
These kiosks can also deliver targeted promotions and offers based on guest or customer profiles and purchasing history. For instance, a hotel kiosk might present exclusive discounts or upgrades to guests who have previously booked multiple stays or signed up for loyalty programs. This enhances the customer’s experience, encourages repeat visits, and increases customer loyalty.
- Error-free Operations
Traditional manual processes are susceptible to human errors such as mistyped information, miscalculations, or miscommunications. On the other hand, self-service kiosks operate based on predefined algorithms and automated workflows, significantly reducing the likelihood of these errors occurring.
This leads to increased accuracy, reliability, and overall efficiency. So, forget about mix-ups and mishaps. Self-service kiosks are absolute pros at getting things right every time, guaranteeing smooth sailing from start to finish.
- Time and Cost Saving
With self-service kiosks at the forefront, you can save valuable time previously spent on routine and manual tasks. This allows employees to redirect their efforts, time, and resources toward value-added tasks delivering personalized services.
That’s not all, though. Self-service kiosks also take the heat of your business during peak hours when you must allocate extra personnel for rush hours. These kiosks shoulder a significant portion of the workload, automating various repetitive tasks and allowing you to accommodate more people at no additional cost.
- Advanced Accessibility
Self-service kiosks have distinct accessibility features ranging from smooth touch to intuitive recommendations and customization options. They are designed with inclusivity, employing universal design principles to ensure a diverse range of users can use them. This involves considering their needs during the design process and implementing features that cater to them. These kiosks also provide features like high-contrast interfaces, extensive font options, and screen magnification capabilities for effective visual access.
- Improved Customer Experience and Increased Loyalty
Customers and guests are thrilled when they get the control to check-in/checkout and place orders with personalized recommendations and offers. With just a few taps on the screen, they can swiftly complete these tasks and focus on enjoying their stay or meal without any unnecessary delays. With these positive experiences, your customers are bound to return to you for repeat service, thereby improving their loyalty to your brand.
- Scope for Upselling and Cross-Selling
Did you know that McDonald’s found that customers purchase more when interacting with self-service kiosks than when placing face-to-face orders? That’s right! Self-service kiosks offer the flexibility and convenience of spending more time perusing the contents and understanding the options available.
When this happens, businesses are able to promote special offers, additional products, and upgrades, achieving upselling and cross-selling opportunities at once.
- Efficient Queue Management
Long lines are a thing of the past. With self-service kiosks, you can manage crowds and queues efficiently. Imagine multiple self-service kiosks strategically placed and your customers helping themselves to their accommodations and seats in a matter of minutes. These kiosks are especially helpful during rush hours and peak seasons. They not just reduce wait times but also provide exceptional customer service and free-up your staff to provide more personalized services.
- Revenue Generation
Self-service kiosks can integrate rewards and loyalty programs for customers and guests. This improves customer loyalty and increases revenue generation.
Additionally, due to their ease of use and accessibility, customers are twice as likely to spend more while ordering and upgrading, further increasing revenue. Also, with upselling, cross-selling, and personalized offers, customers and guests tend to engage in additional services that improve revenue.
| Hospitality Businesses That Are Utilizing Digital Self-service Kiosks The Most ☑ Quick-Service Restaurants (QSRs): Fast-paced environments like fast food chains and cafes thrive with kiosks. Customers can browse menus, customize orders, and pay quickly, reducing wait times and boosting order accuracy. Data: Restaurant kiosks will see almost double adoption by 2028. ☑ Hotels, Resorts and Convention Centers: Streamlining check-in and out is a major win for busy hotels. Kiosks can handle a large influx of guests efficiently, freeing up staff to address specific needs and offer personalized recommendations. Data: Over 70% of consumers prefer to stay at hotels offering self-service technology. ☑ Airports and Transportation Hubs: Self-service ticketing and boarding pass printing are a game-changer for airports and train stations. Kiosks reduce congestion at counters, allowing travelers to manage their journeys efficiently. Data: Airport check-in via kiosks is expected to grow to 88% since 2021 with automated border control technology rising to 59% since 2020. ☑ Cinemas, Theme Parks and Entertainment Venues: Kiosks can handle ticket purchases, food orders, and even merchandise checkouts. This reduces wait times at popular attractions and concession stands, enhancing the overall guest experience. Data: The market for self-service kiosks for cinemas is expected to grow at a CAGR of 8% between 2023-2030. ☑ Businesses with Limited Staffing: Smaller hotels, restaurants, or attractions can benefit greatly from kiosks. These machines can handle routine tasks, allowing a smaller staff to focus on providing excellent customer service. |
Case Studies
Want to know which of the giant players in the hospitality industry have revolutionized their operations with self-service kiosks? Here are the two big players who have led the way:
- Marriott International
Challenge: Marriott hotels faced long check-in lines, impacting guest arrival experiences.
Solution: In 2021, Marriott International, one of the world’s largest hotel chains, implemented self-service kiosks in several properties to enhance the guest experience and streamline operations.
By allowing guests to check in and out independently using the self-service kiosks, Marriott reduced wait times at the front desk and improved overall guest satisfaction. According to a case study by Marriott, properties that deployed self-service kiosks experienced a significant increase in guest loyalty and positive reviews, attributing the success to the convenience and efficiency offered by the kiosks. Additionally, Marriott observed decreased staffing costs associated with front desk operations, leading to improved operational efficiency and cost savings.
- McDonald’s
Challenge: Long lines during peak hours caused inconvenience to customers. Order accuracy was also a concern.
Solution: In 2015, McDonald’s, a global fast-food chain, introduced self-service kiosks in many restaurants to modernize the ordering process and improve customer service. By allowing customers to place their orders and customize their meals using the self-service kiosks, McDonald’s reduced wait times, order errors, and congestion at the front counter.
According to a report, McDonald’s restaurants that implemented self-service kiosks experienced almost 30% increase in sales as customers were more likely to add additional items or upgrade their meals when using the kiosks. Additionally, McDonald’s observed improved customer satisfaction scores and increased foot traffic.
Conclusion
Are digital self-service kiosks poised to dominate the hospitality industry? Not entirely! While kiosks offer undeniable efficiency and convenience, the future of hospitality is a delicate balance between technology and human interaction.
Imagine a world where guests can breeze through routine tasks with user-friendly kiosks and still access the warm smiles and personalized recommendations from your friendly staff. That’s the sweet spot – a hospitality experience that’s both streamlined and genuinely welcoming.
EZ-Chow is determined to propel your business with its self-service kiosks, integrating your existing systems and creating a harmonious, tech-driven environment. Intrigued? Then go ahead and get in touch today!
EZ-Chow has solutions such as an Online Ordering, Self-Ordering Kiosks and Rewards/Loyalty Solutions that integrate into your existing POS systems. To learn how EZ-Chow can help you with these initiatives and more, get started by contacting us here.
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Author
Marketing,Branding & e-Commerce -Consultant
Click to learn more about Bernie Fussenegger
