Think back to the last time you THOUGHT about a hotel's front desk. It may have been in a movie . . . because they're becoming less significant in real life.
According to a new report, 70% of American travelers are more likely to check themselves into a hotel using an app or a self-service kiosk, instead of walking up to a traditional front desk.
And this preference skyrockets to 82% among Gen Z travelers.
Hotel front desks used to be a hospitality FEATURE. That is, when they're properly staffed, convenient, and helpful. But now, many people would rather interact with an app than wait in a long line at the lobby.
Of course, COMPLETELY skipping the front desk isn't an option everywhere . . . but it's probably only a matter of time. Think about it: With Airbnb and VRBO, you can rent someone's entire house without ever seeing or talking to them.