News

Hilton Hotels give self-serve kiosks a second chance

July 18, 2004

TORONTO, Canada -- Hilton Hotel Corp. is going to try self-service once again, according to an article on itbusiness.ca.

Seven years ago Hilton launched a self-service project with the help of IBM and American Express. The bulky kiosks were "less than stellar," Machen said. "Guests weren't really there (with the concept)," Machen said. "We like to say that we were ahead of our time."

The new project includes 100 Web-based kiosks will be deployed in 45 of Hilton's North American properties over the next year. The kiosks allow guests to check themselves in and out of a hotel, and include a message system, weather and news information, options to upgrade to executive-class rooms and promotions.

According to the article, Hilton Corp. vice-president of customer-facing technology, Robert Machen, said the project was part of a plan to make the company more competitive with other hotels and to meet expectations of customers who have grown used to self-service kiosks in retail and at airports.
The company had developed a reputation for a long waiting line for check-ins, which was raising stress levels among guests and guest service agents, he said. Part of the problem was a corporate policy to extend a "warm and friendly" welcome to each guest.

"What we learned was, customers did not want to wait in line to receive a warm and friendly moment," Machen said. "When we told our operators about it, the first thing we heard was, 'Oh, you're going to introduce a lower level of service.'"

Machen claims the kiosks are being used by 10 to 12 percent of guests upon check-in and eight to 10 per cent upon check-out. According to the article, some of the guest service agents have been redeployed as "kiosk service agents" to encourage and teach guests to use the machines.

Future enhancements to the Hilton self-service strategy may include room-ready notification via e-mail or pager, as well as Web-based check-in, Machen said.