Marriott today announced a pilot of allowing guests to check themselves into a hotel using kiosks and having grand-and-go vending machines at select hotels.
Neither of these is genuinely new. There were pilots already in the 2000s with automated check-in kiosks (never worked well), and some hotels already have vending machines for food purchases.
You can access Marriott here.
READ MORE: Marriott Bonvoy Rate & Bonus Points And Miles Promotions
Here’s the release from Marriott:
Less Hassle, More to Explore: Marriott International Continues to Deliver on Consumer Desire for Enhanced Contactless Technology
New Pilot Programs Roll Out at Select Hotels, Evolving Seamless Guest Experience and Furthering ‘Commitment to Clean’
Marriott International, Inc. today announced the debut of a pilot program for contactless arrival kiosks at several select-service hotels, as well as the launch of a proof-of-concept for contactless grab-and-go marketplaces at two Fairfield by Marriott hotels. Both concepts build upon ongoing measures to boost traveler confidence while reinforcing the company’s Commitment to Clean initiative. Marriott’s contactless experience continues to evolve, further enhancing features such as mobile check-in and checkout, mobile key, mobile dining, and mobile requests – which enable members to make special requests for service and amenities through real-time messaging – all available through the Marriott Bonvoy app when members book direct.
“We are excited to unveil innovative new technologies to support our guests as travel continues to return,” said Stephanie Linnartz, President of Marriott International. “The pandemic has accelerated the demand for contactless services and we continue to evolve to meet the changing needs of our guests. The new offerings are an added benefit to the personalized hospitality we are known for, and we look forward to enhancing our customer experience by blending contactless services with dedicated in-person interactions.”
More than ever, travelers are seeking to have more control over their trips. According to a recent report published by The Travel Technology Association, 65 percent of travelers say that accommodations will need to use the latest technologies to make them feel safe. In another report from Medallia Zingle, 87 percent of U.S. customers said they would like to see companies continue to offer options that limit in-person service. Additionally, social media posts including the phrase “self-service” increased by 170 percent year-over-year from 2019 to 2020, based on a social media analysis conducted on behalf of Marriott.
Contactless Convenience
Smart, contactless arrival kiosks have made their pilot debut at the Moxy NYC Times Square, Courtyard New York Manhattan/Midtown East, TownePlace Suites Monroe (Louisiana), and will soon be available at Moxy Miami South Beach, to provide an expedited arrival experience and help give guests peace of mind once they enter the hotel. Upon arrival, guests who prefer low-contact interactions can skip the traditional check-in altogether and complete an easy three-step process at the kiosk to check in for a single reservation, with room keys created on the spot. The kiosks employ antimicrobial technology baked into the touchscreen glass, powered by UV light to kill bacteria and viruses. Before departure, guests can use the kiosks for contactless check-out and to view their folio, or enroll in the Marriott Bonvoy travel program at any time.
The Rise of Grab-and-Go
Founded on the principles of warm hospitality and trusted service, Fairfield by Marriott is poised to be an industry disruptor with its testing of a new grab-and-go marketplace concept that is inventive, yet familiar. The Fairfield Inn & Suites Frederick and Fairfield Inn & Suites Arundel Mills BWI Airport, both located in Maryland, have introduced wall-to-wall kiosks that offer a centralized marketplace where guests can select snacks, beverages, lite bites and sundries. The brand’s complimentary daily breakfast offering has been incorporated into the design during breakfast hours with a selection of hot breakfast sandwiches, sweet indulgences, yogurt, cereal, and fruit every morning. Specialty coffee and expanded a-la-carte items will also be available for purchase at the kiosks with contact-free Bluetooth payment. The individually packaged items are replenished throughout the day. Guests can choose to eat in the lobby, in the comfort of their own room, or on the go.
Both new technologies will help streamline operations with increased efficiency, allowing hotel staff to engage with guests in more meaningful, personalized ways. Exemplifying the art of modern hospitality, they provide thoughtful conveniences to better serve guests throughout their stays.
Conclusion
I would rephrase this “Commitment to Clean” to “Commitment to Fatten Profits” by reducing the number of employees and force more self-service on guests. What is the better time to push this trough than the pandemic?
I can see some of the concepts working at select-service hotels, where Marriott is piloting them, but if these are pushed to full-service ones, what is the difference between select and full-service hotels?
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I can tell you one thing, back in the day when people worked at factories and businesses that didn’t have a cafeteria or any type of food to buy they had some sad and sorry vending machines. However, many companies used what they called “a roach coach” which had some fresh hot food that they sold in the parking lots. Then the companies used those businesses to stock their vending machines daily. Everything was taken out at night and restocked with fresh food for the following day. That food was definitely worth buying. But, vendors stopped stocking that kind of food and everthing is junk food and sandwiches loaded with sodium. Marriot should look at what Japan does with vending services, I think many Marriot guests would rather have those kind of vending machines actually.
Well said.
Regarding the last paragraph: A presumption that self-service kiosk makes service less premium might not necessarily apply to younger crowds.
I hate cost cutting that takes service away. I’ll never stay at a hotel that doesn’t offer housekeeping, I always prefer hotels with lounges, etc.
But as a tech-savy millennial I just don’t see the value in having someone put stuff into a computer for me. I can do it myself, it will be faster and I will be able to make all the choices I need. Plus it gets rid of a language barrier in some locations.
For people like me, using a kiosk doesn’t make service feel any less premium. Quite the opposite, I have been preferring self-checkouts at stores for years and I prefer hotels with good apps (or other self-service options) that allow me to do as much as possible without having to interact with someone and explain what I want. (Of course, this being Marriott, the kiosks will probably suck, but that’s a different topic.)
Self check-ins are weird since at least for me i would rather check-in on my phone instead of some shitty kiosk. i don’t frequently stay at Marriott but there app never fully worked for me vs the Hilton app where I have had many stays without a desk visit
Self serve checkins will eliminate upgrades. Always check in with a person if you have elite status. Ask for an upgrade politely. Almost always works
Absolutely. Usually engaging with the front desk helps if no advance upgrades have been processed.
Thats not true – with guest app you are also able to offer upgrades with via push-notifications before arrival.
How do you negotiate better upgrades? I find most properties will give you something better if you ask and they aren’t at high occupancy.
The vending machine idea could be good if they offer healthy fresh options. In O’Hare one of my favorite vending machines is Farmers Fridge in terminal 3. They offer fresh salads, sandwiches, and snacks that are actually tasty and not loaded with calories. I was just there last week and got a great salad and snack from this vending machine. So I am fine with this, I do have mixed feelings on the kiosk idea for check-in. I personally like being greeted at a full service hotel. At my last stay it was nice to have an actual person tell me they had upgraded my suite because of my status. Just would not feel the same with a machine. Also, how do you request bottles of water from a machine? Most of the hotels I stay out keep these at the front desk. I like a human being greeting me, I have no problem with a machine for checkout. I usually just drop off my keys at the front desk or a key drop box if they have one in the lobby. I request a copy of my bill the evening before check out if I have stayed more then one night and have other additional charges. This way I can check it over and see if there are any discrepancies before I leave the next day.
I don’t think it has to be one or the other. There’s obviously going to need to be front desk staff, still. I would assume that those who want a full service check-in experience, can still utilize the front desk. But for others, like myself, I would rather just do the automated process and skip any lines or lengthy check-in process.
You have a good point. I agree having the option is the way to go. This offers guests that want to bypass the front desk the opportunity to do so. However, like someone else pointed out they will need a way to verify your ID through the kiosk, swiping a credit card for charges is easy enough.
Maybe I missed it but wouldn’t this allow someone to bypass the “valid ID” check say for a gov’t rate, corporate rate etc? What about checking in for someone else? Say I make a reservation under my name but my spouse/child/guest arrives first? Can they just input their CC assuming they know the rez info?
Checking ID is anti-social (some people would use other words). Soon Delta will drop their requirement, at least at Hartsfield.
I can (barely) see this being viable at a Moxy or Fairfield, but not at a full service hotel. Marriott can’t even run stable technology online, how on earth are they going to have kiosks that work well?