For many hoteliers, the term 'self-service' makes them shudder as it conjures images of impersonal, soulless interactions. Generally, that’s a fair enough feeling. However, I think it’s time to flip that narrative.
Smart-service is self-service but with convenience for the guest, not just the staff. It’s not about replacing staff or cutting corners. It’s about offering guests a seamless, tailored, and elevated experience—on their own terms.
Self-Service: A Helping Hand, Not a Staff Replacement
The biggest misconception about self-service? That it eliminates staff and destroys guest experience. However, more recently with the incorporation of smart-service, it shifts staff roles from mundane, repetitive tasks to personalized one-on-one guest interactions.
From “Can I have your passport to check you in?” to “Can I personally recommend a great restaurant nearby for dinner?”—now that’s what I call an upgrade!
When guests have control over the basics, their interactions with staff become more meaningful. Guests are no longer bombarding staff with FAQs just to complete simple tasks—they engage on their own terms, when they choose to, and when they do, it’s because they’re seeking a higher level of personalized service.
The Airport Model: A Lesson in Convenience
Airports have mastered the art of smart-service. Long gone are the days of standing in endless lines just to check in. Travelers now expect to check in online, drop off their luggage themselves, store their boarding pass on their phone, and breeze through automated passport control. Did the staff disappear? No, but instead of being a routine checkpoint, they’ve become that welcoming smile, ready to assist when travelers need them.
Leading hotels are following the same playbook. When guests arrive, imagine a smooth self-check-in system where they enter their details while your staff takes care of their luggage or offers a quick tour of your hotel’s services.
Instead of replacing personal interactions, this enhances them. Staff are no longer stuck behind desks, handling tedious paperwork. Instead, they’re freed up to provide meaningful, tailored interactions where they truly add value. They can make it personal, get to know your guests, recognize their needs, and offer great local recommendations.
by
Larissa
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