Streamlining Check-in Increases Revenue and Guest Satisfaction

| February 20, 2014

Recent study shows Americans get anxious at check-in after just three minutes with satisfaction scores dropping by 50 points after five minutes. Research indicates solutions like Mobile Key by OpenWays would remove frustration with long lines by allowing travelers to bypass the front desk and proceed directly to their rooms using any of the 6.8 billion cell phones on the market (including non smartphones).
 
A Research at Cornell University’s School of Hotel Administration reports the clock is running on guest satisfaction, especially when it comes to hotel check in. American travelers start getting antsy after just a three minute wait in line, and Canadians get frustrated after just four minutes. This study reveals that when thresholds are exceeded, guest satisfactions scores can drop by an astonishing 50 points. To eliminate wait times for travelers who prefer to avoid the front desk altogether, hotels around the world are turning to Mobile Key by OpenWays.
 
Mobile Key enables hotel guests to completely bypass the front-desk and go directly to their rooms upon arrival, using their mobile keys — any of the 6.8 billion phones on the planet — to securely unlock their room doors. In addition to the U.S., Mobile Key by OpenWays is deployed around the world in Europe, Asia and Oceana. As a ubiquitous global solution and not dependant on any single lock manufacturer or model, the OpenWays solution enables chains and brands to implement a single, consistent global solution in the most cost-effective manner possible.
 
As long as a hotel is equipped with Mobile Key by OpenWays, any guest, using any cell phone, running on any carrier network worldwide can securely receive a room number and "mobile room key" that will, using advanced encryption, open/unlock the room door. It doesn't matter if a guest is carrying a standard cell phone or a smartphone — both will allow him or her to open the door to the room by simply pressing a key icon or clicking a link. When the guest makes a reservation at an OpenWays equipped hotel, he or she is invited to enroll in the Mobile Key service (on a hotel-branded site) before the check-in date. Then, on the day of arrival, the guest receives a message on his/her cell phone containing the room number and a secured link to retrieve the room key; those running the hotel-enable Mobile Key app have the opening function enabled for their assigned room. Now the guest has the option of receiving attended service at the front desk or zipping straight to their room, knowing that they may obtain a supplemental keycard at any time during their stay.
 
Higher Satisfaction Scores + Better Reviews = More Revenues
Cornell University also released findings confirming that guest satisfaction has a direct impact on the financial performance of hotels. Conducted by Associate Professor Chris Anderson, the study shows that a 1-point increase in a hotel’s 100-point Global Review Index™ (GRI) leads up to a 0.89% increase in price (ADR), a 0.54% increase in occupancy, and a 1.42% increase in Revenue per Available Room (RevPAR). The study verifies that the impact is across all distribution channels: online and off.
 

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