Case study – Point A Hotels

Point A Hotels, a forward-thinking hotel chain recognised the need to address challenges in their traditional check-in and check-out procedures.

The absence of comprehensive guest data and the time-consuming manual processes hindered the hotel's ability to provide seamless guest experiences.

The traditional check-in process often resulted in incomplete guest profiles and inadequate data capture. Furthermore, manual check-ins demanded substantial time and staff resources.

The challenges escalated during the pandemic due to staffing constraints, making recruitment and training even more problematic. This led to a shortage of vital guest data from a business perspective, impeding our targeting strategies and overall guest experience.

With limited staff and resources, we struggled to gather essential guest information effectively. Additionally, the resource-intensive check-in and check-out procedures diverted our team's attention from providing personalised services.

We have been in partnership with Guestline since 2017, and regular meetings with Guestline Account Managers gave us front-row insights into the advancements they've been working on.

When Gemma, our new Account Manager, introduced us to the GuestStay Kiosk during one of these catch-ups, we saw an opportunity to streamline our operations and further embrace technology.

The integration and setup process of the GuestStay Kiosk at Point A Hotels brought forth a collaborative effort to ensure a seamless implementation.

It soon became apparent that integrating the kiosk posed an unforeseen hurdle: unfortunately, our specific key supplier's software wasn't developed yet (i.e. key cutting).

The uniqueness of our provider required Guestline's team to go the extra mile by redeveloping certain components specifically tailored to our needs. So to overcome this, the Guestline developers had to intricately integrate the kiosk with our unique provider's system.

Despite these challenges, the collaboration between our teams remained exemplary. The Guestline team provided support at every step, from installation to troubleshooting.

The first kiosk installation was humorously referred to as the "baby" at Liverpool Street, while subsequent installations were playfully dubbed the "toddler" and so forth (now we have "The Triplets", and our family is only expanding).

Interestingly enough, this familial culture weaved around the kiosks brought a sense of unity and camaraderie to the project, which was a welcome bonus.

Having deep integration with our PMS was a significant factor. We believe that seamless integration with the core of our business tech is where the magic happens. Guestline allows us to do this all in one Platform.

GuestStay Kiosk's functionality aligned well with our needs, and the fact that it was powered by Guestline's PMS gave us confidence in its development and compatibility.

Unlike other solutions that relied on additional plugins, GuestStay Kiosk's direct connection with our PMS felt more reliable and forward-looking.

Revolutionising Guest Experiences and Operations

The impact on guest experience has been highly positive. During the soft trial phase at Liverpool Street, guests quickly adopted the kiosk without much need of any help, for that matter.

Their feedback indicated that the kiosk made the check-in process quick and easy. And might I add, the absence of negative feedback was a testament to its success.

The improvement in data capture has been remarkable. The GuestStay Kiosk, along with the pre-registration feature, has greatly enhanced data accuracy.

In around 90 days, we captured 3,000 personal emails from guests, which would have otherwise gone to OTAs.

This shift has alleviated manual check-in tasks, reduced queuing times, and enabled our team to focus on hosting guests rather than administrative tasks.

The kiosk has transformed our reception teams' roles. They can now focus on being hosts rather than being tied to administrative tasks behind a screen.

This shift aligns with our motto, "host with heart," as it empowers our teams to engage with guests more effectively and create memorable experiences.

Unquestionably. Particularly at our Kings Cross hotel with 249 rooms. The check-in and check-out processes used to consume most of the team's time.

Now, with the kiosk handling these tasks, the team can concentrate on other aspects of guest service and administration during peak occupancy. Of course, this has significantly improved productivity and reduced the need for additional staff during busy times.

While most guests have embraced the kiosk, some encountered issues due to incorrect information entry or unfamiliarity.

To assist such guests, our team is positioned near the kiosk to provide guidance or even complete the process for them. Additionally, we offer a laptop option for guests who prefer to use something other than the kiosk.

However, the overall adoption rate has been positive, as the kiosk design encourages ease of use.

Guest feedback has been favourable, with guests appreciating the quick and easy steps of the kiosk.

We're exploring options to enhance the experience, including upsell offers and a digital wallet feature. These improvements are based on guest feedback and our teams' observations.

We maintain an ongoing dialogue with Guestline to refine the kiosk's capabilities and ensure it meets our evolving needs.

The integration has led to a significant improvement in data quality. We now have access to real-time, accurate guest information that goes beyond OTA emails.

This improvement has enabled us to track guest origins, demographics, and other valuable insights that contribute to our marketing strategies and business decisions.

While short-term cost savings are still in progress, our long-term strategy involves targeting direct and repeat guests with personalised offers.

This approach aims to balance our channel mix and reduce OTA commissions. Additionally, the kiosk's impact on staffing levels during peak times has helped us manage costs while maintaining guest service excellence.

We are committed to rolling out kiosks across all our properties by spring 2024. Our focus is on using GuestStay Kiosk for pre-registration and enhancing the guest experience.

We believe automation will be Point A Hotels' unique selling point. We're also exploring other GuestStay features and technologies that align with our goal of providing exceptional guest experiences.