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Editor | And you are still trying to create SOPs for Check In. I dont mean to be rude, but this exactly the kind of thing that changes the landscape. Do guests want to wait & be met by smiling GSAs or just waltz into their rooms? No points for guessing.
I am such a fan of automated check ins at airports that I actually hate the ones at hotels.
I also believe the initiative will lead to higher guest loyalty & higher CRM (knowledge of guests). Share with us what you think, leave your comments!
Through the pilot, currently being tested at the Aloft hotel in Lexington, Massachusetts, select Starwood Preferred Guest members who opt to participate in the program, which runs on radio frequency identification (RFID) technology, receive an enhanced SPG/Aloft-branded RFID keycard. On the day of a planned stay, a text message is sent to the guest's mobile device with their room number at Aloft Lexington. Once at the hotel, guests can skip the check-in line and go straight to the room, where their keycard will unlock the door, giving guests control of their check-in experience in the palms of their hands.
"Removing the mundane task of issuing keys allows our talent to focus on the guest rather than the transaction," said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. "We love the idea of further transforming Aloft's lobby atmosphere into one that's even more vibrant and engaging by changing the traditional arrival experience from sterile to social."
The SPG / Aloft-branded RFID keycard may eventually act as an all-access pass throughout the Aloft stay, allowing guests to purchase cocktails and bites at the hotel's signature w xyz®bar, sundries at the re:stock retail kiosk and snacks at re:fuel by aloftSM, the Aloft brand's deli-style, grab-and-go pantry. The pilot program partner is VingCard Elsafe, a cutting-edge security technology leader for the hospitality industry.
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