TechTalk

In control

Hotels today are moving towards self-service options for guests by offering facilities like express check-in and check-out. This is increasing their dependence on technology whilst reducing hotel-guest interaction. Sanjeev Bhar checks out whether self-service technology is becoming the latest mantra.

Traditionally, hospitality in India has been based on a lot of interaction between the host and guests. But an increase in the adoption of technology by hotels is making way for a new mantra - self-service.

Self-service gives guests the control to do things their way and does away with any interaction between them and the hotel staff. This also saves guests the time spent in waiting to be attended. SM Edward, managing director of Winsar Infosoft, says, "Many hotels today are blending technology with service to offer self-service options to guests. This would be more dominant in four-star and above categories and service apartments."

However, even the budget segment is prepared to use technology in a way that enhances their service. Rahul Pandit, vice president (Operations & People), The Lemon Tree Hotel Company, is of the opinion that best service styling can be achieved by using innovative technology and self- service is one of them. "Lemon Tree and Red Fox are budget and no-frill brands of our company respectively and our customer demographic, which is between 25 to 45 years, is considerably technology savvy. Moreover, guests who have travelled extensively appreciate little conveniences that will help save their time and produce error-free results, allowing them to be in control of their environment," he adds.

Self check-in factoid

Self check-in can be classified into two types: Reservation-based e-check-in: Hotels create the reservation with specific room allotment in advance. While in e-check-in, guests authenticate their check-in by credit card and password. This is applicable for guests with or without advance payment. Walk-in based e-check-in: Guests make an upfront full payment of their room using a credit card.

Simplifying service

There are various areas where a hotel can choose self-service options. It is primarily those areas where guests would like to get more privacy, quick service and more comfort. According to Pandit, “The key areas where self-service can be incorporated are in the area of reservations (dial-a-room, check-in and check-out kiosks through credit card using the television as an interface and the door lock as a card reader), laundry, relaxation (orthopaedic massage beds, special chairs), loyalty recording and administration programmes, etc.

Introducing self-service facilities will lower extra man hours. Pandit points out, "This coupled with the fact that our global travellers would have already been exposed to these conveniences would make it desirable for us to move in this direction sooner than later. The essence of self-service operations would be on reducing labour costs and at the same time be a fashion statement." Edward reciprocates this and says that self-service will not only eliminate time consumed in manual interactions and reduce costs, but will also help in instant processing of requests. "Self-service operations help in getting real-time, authentic information which help in research and reports," he adds.

However, there will be constant worry about guest handling if a group comes in. Also, self-service will have far-fetched implications on human resource and how hotels will reach the perfect balance between labour and the technology implemented. Pandit, who handles HR operations, is concerned about how manpower is selected and feels the need to add various programmes like job previews, selection and recruitment, induction and training (CBTs, self-paced assessments), performance assessments and rewards, intra company career options selection and processing, payroll and benefits administration, etc to know and arrive at correct staff orientation. Nonetheless, the tussle between the conventional mindset of hospitality being a people-oriented industry would be something that hotels will have to discuss sooner or later.