High Tech v. High Touch

Hotels are finding it hard to say if self-service kiosks are helpful or hurting their guest interaction and satisfaction. According to the author, "kiosks can free front desk personnel to spend extra time with guests who prefer or need personal assistance, while enabling business and other travelers to speed through check-in and check-out by serving themselves" (Carlin, 2008). Front desk employees may find this new technology as a threat to their jobs. They can encourage guest use, but guests may want personal interaction. Employees should not rely too heavily on kiosks and should be trained on how to use them. Rosen Hotels & Resorts, Hyatt Hotels & Resorts, and Club Quarters are just a few who have commented on the issue. The consensus seems to be that kiosks are efficient and offers variety to the guest. These hotels also agree that the placement of the kiosk is important for usage. Most are placed by the front desk, or built into the front desk. This would be convenient for an assistant to help if there are problems. Boarding pass printing is also being integrated into the system. The author commented that "future hotel lobbies will incorporate self-service technology into their overall design" (Carlin, 2008). It will function as a hub, similar to a living room in a household, where guests experience can be enhanced.

I think points made by the hotel chains were valid. However, several problems are also present that the author did not bring up in the article. Yes, kiosks are beneficial to the guest by providing them with variety and introducing them to technology in hotels. I used to work at a Hyatt hotel and there are a few things that I doubt managers know about front desk situations. Some guests are very reluctant to use the kiosk and find it hard to navigate. Hyatt hotels require the guest to have the credit card used to book the room to retrieve their reservation. Most actually don't have it and then have to get in line and wait even longer than they should have. If the guest said they requested something but it wasn't given to them, the same thing happens. Plus, when they are at the front of the line, they usually tend to bypass those that are in line making them wait longer. Older guests do not generally want to use the kiosk, so it is very difficult to approach them and ask them if they want to use the kiosk. I was on "kiosk duty" a lot and found that perhaps 1/8 of the time guests used the kiosk and got their room with no problems. Some guests even went up to their room and would come back down because they didn't want or request that room. Interaction with the employee might be easier when it comes down to it.

Carlin, Mary L. February 2008. High Touch vs. Touch Screen. Retrieved March 17, 2008, from HospitalityTechnology, from http://www.htmagazine.com/ME2/dirmod.asp?sid=&nm=&type=MultiPublishing&mod=PublishingTitles&mid=3E19674330734FF1BBDA3D67B50C82F1&tier=4&id=1F14B173AACB4D08A3834FA59A12B66D

Next Gen-Locking Systems

Wireless keys and RFID technology are becoming increasingly popular in the hotel industry. Cell phones are being used for payments, access control, and will be integrated into everyday applications in the near future. First, keys are going wireless. Guests will soon be able to make a reservation, check in, and open their hotel door without computers or the front desk. They can also check out, pay the bill, and operate the in-room safe and mini-bar.With interface, PMS systems are also allowing reprogramming of these keys if someone needs to change their room. This has reduced costs and enhanced guest service. Traveling will also be easier as airline transactions are now being done on the Internet. The RFID chips embedded in cell phones will be able to encode secure key data. The keys will also be able to track how often a room is entered and when, helping theft problems in hotels. In terms of travel, guests will be able to control their level of security with pin codes.

RFID technology is a very interesting type of technology. I think it will become very popular in hotels within the next 5 years. First, hotels need to become comfortable in easy technology, such as self-service kiosks and remote checkout with television. As soon as the majority of hotel guests become comfortable with those technologies, then they can integrate RFID into some hotels. Specific functions would probably have to be limited, as I don't think every hotel needs to operate the mini-bar or guest safe. Obviously if they don't have one, that's a different story. Guest satisfaction and needs will need to be considered. I think a similar RFID system will be developed for the restaurant industry in the near future. It will probably be similar to hotel RFID chips, being integrated into POS systems. Hopefully, guests will be able to pay their bill, make reservations, and pre-order their meal if they are in a hurry. The importance of RFID in the hospitality industry in general is completely redefining technology. It all revolves around guest satisfaction and has the hotel's best interests at hand

Terry, Lisa. (November, 2007). Next Gen Locking Systems. Retrieved March 11, 2008, from HospitalityTechnology, http://www.htmagazine.com/ME2/dirmod.asp?sid=8D86DF469BD74C098382D9532C904D8E&nm=Magazine&type=MultiPublishing&mod=PublishingTitles&mid=3E19674330734FF1BBDA3D67B50C82F1&tier=4&id=62482FC653A345AFB07230AB98E99BB4

Engage your Senses with LG Electronics' 2008 Digital Signage Lineup

LG recently introduced new digital signage monitors. They introduced a 3D monitor and a triple view screen that will enhance interaction and overall customer experience. There is a demand for signage that has interactive elements to engage the senses and LG is hoping to meet this demand. The prototype "Triple View" is "ideal for advertising and engaging multiple customers at one time" (Unknown, 2008). Next, the LG True3D monitor lets customers view a three-dimensional image without 3D glasses. Both of these are screens with full HD monitors. LG's new "stretch screens" are slim technology for the space-conscious retailers. The monitors "allow for a variety of installation options and are ideally suited for end cap placement and narrow or hard-to-fit installations, including retail or grocery market environments"(Unknown, 2008). There is also two LCD Touch Screen models which will engage customer's senses. It will provide such services as weather reports. Accompanying this is a "no-touch" technology to navigate through music, movies, and animation. LG is also introducing a model with a controller to customize the demands for the digital signage industry. However, the most popular new technology is the LongPen™, which is "the first long distance, real-time, real pen and ink writing and signing device" (Unknown, 2008). This operates over the Internet and includes video conferencing. For example, it would allow a celebrity to sign autographs without being in a specific location. The LongPen "complements LG’s digital signage offerings, promising to make a retail store a destination where fans can interact with their favorite authors, musicians, actors, athletes, performers and other celebrities" (Unknown, 2008).
I believe that this new technology from LG will be very useful in the future of digital signage in the hospitality industry. Instead of using bulletin boards to display convention information, or going to the front desk to find out where the meeting in the hotel is, guests can read information on the digital sign with an enhanced experience. Even though this is already occurring, LG has taken it to a new level. They have introduced a wide variety of different digital signage. This helps the demand that the hospitality market is showing for customization. So, not only can banquet and convention hotels use this technology, but even a small hotel can use it to display tourism offerings or hours of operation for the restaurant. Engaging the senses with 3D is unbelievable, but I'm not sure I can see that equipment anywhere but for a meeting or big convention. I believe this is their intention, but not quite sure if they are trying to market it to everyone. They are currently showcasing these new technologies in Las Vegas at the Digital Signage Expo, which will be able to benefit them. LG and LongPen's partnership will most likely be a technology tool of the future. I mean, which celebrity would not opt to stay at home and sign autographs via a video conference than travel 3,000 miles for it?

Unknown. (2008, February). Engage your Senses with LG Electronics' 2008 Digital Signage Lineup. Retrieved March 1, 2008, from Hospitality Upgrade Magazine.

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