You just added a mobile check-in solution for your hotel. You have slick-looking and easy-to-use kiosks in your lobby. Your job is done, right? Everything will be smooth sailing from here on out. Hold up. How you set up a kiosk in your lobby is going to be key to its success. The best technology won’t matter much if it’s hidden away in a corner. Let’s look at three different examples from a recent trip I took that showcase how location can make all the difference for kiosks.
Good
Location number one had four kiosks positioned to the right of the front-desk area. While it can’t be seen in this picture, the front desk is in a separate room to the left. Traffic naturally flows towards the front desk and not past the kiosks. That normally wouldn’t be a big problem, but the challenge is that the kiosks cannot be seen from the front desk, meaning guests who are standing in a long check-in line are not going to be enticed to save time and check in at the kiosk.
Better
Location number two improved on the first by positioning the kiosks right next to the front desk. There is a larger sign overhead calling out “Express Registration.” The choice of wording here is great as it stresses that this is “express.” It’s faster than standing in line. Everyone wants to get going with their stay, and branding the self-check-in area accordingly will entice guests to try it. Once that momentum gets going, it will be self-perpetuating. In fact, while I was standing there, a guest pulled her friend out of line after stating that she had already checked them in at the kiosk. That’s a positive guest experience right there.
Best
Location number three is truly impressive. Not only is it positioned in proximity to the front desk, but it is also built to resemble a self-check-in front desk. There are six kiosks in total (four on the counter and two floor-standing), leaving enough capacity to avoid long lines. While not as ideal as the “Express Registration” callout from the second location, “Mobile Check-In” is clearly visible from every side, making it easy for guests to find. It will be hard for even the most tech-averse guests to not be drawn to self-check-in if they are standing in a long line for the front desk.
A note on signage
Of course, it will not be possible for every property to build a custom area for its check-in kiosks. Every property can, though, make the best use of signage. From the examples above, a hybrid of locations two and three would be optimal. Location two has great branding with the use of the word “express.” Location three has illuminated signage visible from all sides of the lobby. Combining the two makes for the best visibility and the most attractive message.
Location is not the only thing to think about when installing check-in kiosks. There are other crucial aspects to think about, like your staff’s embrace of the technology and their willingness to direct guests to the mobile check-in area… But we’ll cover that in another blog post. For now, think about where you can position your kiosks and design some catchy signs.
