Mobile phones have, without the least doubt, become an indispensable device that has the power to ensnare people’s attention, even during holidays. However, does this fact automatically translate into a need for a mobile application for your hotel? While the practicability of mobile apps cannot be ignored, self-service check-in kiosks also present some formidable advantages to hotels. If hoteliers would actually consider the convenience and flexibility of these kiosks, they might even find that the latter can make them gain an edge over competition. Here are five points you might want to mull over before choosing between a self-service check-in kiosk and a mobile check-in app.
1. Focus on demarcating your hotel. The hospitality industry is, as we all know, highly competitive. It would be unrealistic to assume that customers are going to look for your specific hotel’s application instead of a chain hotel’s or transnational companies’ like trivago, Booking.com, Airbnb, only to mention a few. Mobile apps are, therefore, inoperative for independent hotels. If you want to gain a competitive advantage, you could consider self-service check-in kiosks, since they are purpose-built devices that are conveniently customizable and user-friendly. Moreover, if you opt for a mobile application, you are not only competing against other hotel apps but also against other apps on the device including social media! Remember, apps consume a lot of storage space and it is too easy for people to delete space hogging apps, no matter how useful and well-designed they are.
2. Which investment is the most remunerative and sustainable one? A self-service check-in kiosk is a long-term investment. Contrary to mobile apps, custom designs, tests, updates and evaluations on kiosks are not complex processes and are thus comparatively inexpensive. Think about it: if you want to update the kiosks, all you typically need to do is make some tweaks to the content and design. Updating mobile apps present periodical hassles on top of the exorbitant costs of gutting the application and starting from scratch to optimise and improve its value. You would also need to perpetually invest in mobile marketing strategies, SEOs and advertisements to constantly promote your app whereas kiosks are a one-off investment that are designed to belong solely to your establishment and your brand.
3. Which one is the most efficient for a hotelier? As a service provider, you would wish for a prolonged and personalised contact with your client once they have checked into the hotel. Since the kiosks can easily access the guest date from your Property Management system (PMS) in order to deliver a unique interaction with regular customers. It is, nevertheless, discouragingly difficult to sync mobile apps with mobile check-ins and the PMS. Weighed against self-service check-in kiosks, mobile apps disrupt the flow of the registration, identification and payment processes. Therefore, kiosks help maintain the fluidity of operations for the hotelier.
4. Which one is the most efficient for customers? Granted, a mobile app implies a continuous communication line with customers. It can, however, invade the privacy of people, considering the constant pop-up notifications and insistent reminders for updates. Self-service check-in kiosks are accessible by all demographics, including older generations. The larger screens and user-friendly interfaces appeal greatly to every type of customer, tech-savvy or not.
5. What about functionality? The ease of the self-check-in functionality of kiosks can increase revenue opportunities by upselling amenities and other services. Comparatively, the functionality of an app is dependent on a connection to a server and on the parameters of the mobile device of the customer. Apps must also be made to work with each O/S platform which represents an additional cost to the hotelier, compared to kiosks.
Ultimately, hoteliers should choose a self-service option that is not restrained by demographic segmentation, creates an irreplaceable image for your hotel, is cost-effective and convenient for both the hotelier and customers. It is clear that check-in kiosks tick all the boxes, so why not give that a try?