Kiosks as self-service technology in hotels: opportunities and challenges

Abstract

Purpose The advent of technology has played a crucial role in changing the landscape of the hospitality sector. One such technology is the adoption and installation of kiosks in hotels. While some of the hotels have adopted and installed kiosks for self-services, the other hotels are still not very comfortable with the idea of self-service. This paper aims to explore the possibilities, challenges and issues that hoteliers face while dealing with self-service kiosks, it further investigates the customer’s perspective and its benefits to the end-user. Design/methodology/approach This study has assimilated data from hotel managers and executives that have deployed kiosks. This study involved the collection of primary data through structured interviews. Eight different hotels from the UK and India have been compared and analyzed to formulate subcategories to answer the research questions. A total of 200 customers from both the countries were approached to get the primary data; the customers were from the same hotel where the hotel executives and managers were interviewed. Findings The customers accepted Kiosks as easy to use, fast to run, fun to operate, but, lacking human interaction and counter language issues were simultaneously discussed. Kiosks have been emerging as self-service technologies in hotels and play a key role in reducing bottlenecks in hotel operations. The technology anxiety and counter service argument is merely a transition phase that will fade away gradually. However, the financial feasibility and the level of adoption depend upon the level of operations and the demographic characteristics of customers. Research limitations/implications The dependence of data from the person interviewed and their biases for answers, along with the trust and credibility of the data available online remain the biggest challenge. Increasing the sample size and more participation from different hotels would have made the study even more useful. Originality/value The research seeks to eliminate the gap in research by studying both the hotels' and the customers' perspective toward kiosks deployment in hotels. The results of the study would highlight the potential challenges being faced by hotel operations and opportunities they perceive in kiosks installation, therefore the results are very useful for hotels, hoteliers, academicians and students pursuing a career in the hospitality sector.