Experienced travelers who value discount travel packages and discount hotel rooms are encouraged by efforts hotels make to hold down their costs since such efforts often result in lower prices for hotel guests. An emerging trend that will help hotels reduce costs is underway. Some hotels are doing away with front desks in hotel lobbies.
Some mid-market hotel chains have started doing away with check-in counters and instead are offering either cozy one-on-one welcomes or virtual check ins through kiosks or mobile devices.
Courtyard by Marriott has renovated 201 of its 800 U.S. lobbies, scrapping its standard front desks for smaller welcome pedestals that allow hotel personnel to step out to meet guests and then step back to check them in. Courtyards makeover of its lobbies will be completed by 2013.
Starwood has been testing a tech-driven welcome service at its Aloft hotel in Lexington, Massachusetts. Thousands of customers who carry Starwood Preferred Guest cards were texted their room numbers before arriving at this hotel, allowing them to bypass the front desk. Once at their rooms the guests entered their preferred guest membership numbers in the door lock for room access.
Hotels are increasingly trying to attract a growing segment of guests referred to as FITs (Free Independent Travelers). FITs tend to have above average income, frequently use their mobile devices for services, and spend freely.
FITs prefer hotels that offer text check-in codes or lobby kiosks that issue room keys.
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