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Market Force: Hotel Guests Shun New Tech for Checking-In or -Out of Hotels

According to a large-scale consumer study conducted by Market Force Information (Market Force), many consumers are using mobile apps to find and book hotels, but are shunning newer technologies such as check-in kiosks that are meant to drive efficiencies for guests.

Of the more than 9,000 consumers that were polled for the study, nearly half – 44% – said they have used a mobile app to find or book a hotel, and the usage was similar across younger and older generations. Most are using mobile apps to compare prices, book rooms, view availability and search by location. Conversely, few are using them for tasks such as setting price alerts, checking a location’s policy or writing a guest review. and Expedia are far and away the most popular hotel apps, followed by TripAdvisor, Priceline and Travelocity.

When it comes to checking into a hotel or motel, most guests head straight for the front desk. Market Force found 93% of consumers are still checking-in with reception. Just 3% report checking-in online, 2% through an app and 1% at a self-service kiosk. Seventy-one percent of those who checked-in at the desk had an efficient experience, compared to 59% of kiosk users. The numbers were similar for checking-out – 71% checked-out at the desk, 22% left the key in the room and only 2% visited a kiosk.

“The interesting thing here is that we’re seeing more major hotel chains adopt new technologies to boost efficiency and deliver great experiences, yet most guests are still shunning self-service options when checking in and out,” said Cheryl Flink, chief strategy officer for Market Force. “The reception team is their front line and they must not overlook the tremendous impact they continue to have on the customer experience.”

The survey was conducted online in June and survey consumers from across the United States. The pool of 9,167 respondents represented a cross-section of the four U.S. census regions, and reflected a broad spectrum of income levels, with 61% reporting household incomes of more than $50,000 a year. Respondents’ ages ranged from 18 to over 65. Approximately 75% of respondents were women and 25% were men. 
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