LAS VEGAS— Based on positive results and customer feedback, Hilton has significantly upped the rollout of check-in kiosks across its entire family of brands. The ramped-up kiosk rollout was detailed at Hilton’s select-service brand conference here last month. Boosted by Embassy Suites’ recent brand mandate to include the technology at all of its 145 properties by June of 2006 (See story p. 2), Hilton expects to have up to 150 kiosks in its system by the end of the year. The company currently has approximately 45 kiosks in operation. With prices coming down to a more affordable level, Hilton said that many of its owners have been requesting them. The New York Hilton was host to the first check-in kiosk last year and guests began using it immediately, according to Robert Machen, vp, corporate & brand solutions. “It’s about control and eliminating surprises. We have the ability to provide guests with everything they will get, including upgrade options,” said Machen. He added that the airlines have done much of the legwork for the concept, as consumers are now more comfortable using them. He also noted Hilton is not trying to eliminate the personal touch of checking in. “One of the wins with the kiosk is that we have more time to spend with the guest who needs extra time or attention,” said Machen, adding that some guests “don’t want to wait in line for a warm, friendly welcome.” Hilton, which originally tried the idea in 1996, has partnered with IBM on the technology for the most recent kiosk incarnation with the idea to “make it simple in the minds of the consumer.” However, kiosks represents just one of Hilton’s technology initiatives designed to give guests more options and flexibility when checking in. The company has also implemented its eCheck-in, as well as eFolio, which allows guests to print out their billing information. “The kiosks are just a piece of our overall self-service strategy,” said Chuck Scoggins, vp, customer solution. Launched in December 2004, the company’s eCheck-in enables travelers who would like to secure their room and location prior to their arrival to do so using any computer with Internet access. Added Convenience The service, which is available to HHonors Diamond VIPs guests at close to a dozen Hilton hotels currently, offers them the ability to select their room and make other personal arrangements up to 24 hours before they arrive. “It assumes the customer will get his room, so he doesn’t feel he has to rush to the hotel to check in,” said Scoggins. In fact, the company plans to offer an option for guests to scan the bar code on the eCheck-in confirmation in the lobby to obtain room keys upon arrival. eFolio gives guests the ability to go online to retrieve a copy of their folio for past stays at any of Hilton’s hotels. This enables guests to bypass the front desk at check-out and obtain a copy of their receipt later. The company also touted its OnQ technology, which supports the extensive CRM efforts across all of the Hilton brands. “In CRM, if you promise something and don’t deliver it’s worse than not doing anything at all,” Machen said.
