By the end of January, Gold and Diamond VIP members of the Hilton HHonors guest reward system will be able to use eCheck-in, spending what Hilton says will be no more than two minutes to book a room at all 2,300-plus Hilton Family. The rollout of the ambitious, cross-brand online process empowers guests, continues the shift to automation and gives Hilton a potent new customer relationship management tool.
With eCheck-in, Gold and Diamond members can check into their room in advance via a brand website, select a room with features they want and print the confirmation. Since guest information is stored within guestsÃ¢€â„¢ online personal accounts, all the hotel has to do upon arrival is dispense key cards. Guests also can collect room key cards from available lobby kiosks.
Hilton bills eCheck-in as a convenience for the guestÃ¢€”which it is. But it also facilitates companywideand branding: It gives Hilton information on guest needs and preferences and, through OnQ, HiltonÃ¢€â„¢s common technology platform, suggests targeted marketing. What Hilton takes away from it remains to be seen, but the potential is undeniable.
A smart move all around.