How to build a self-service hotel?

Automating Reception, Room Access, and Guest Communication. Can We Also Handle Upselling?

A single sentence is being heard more and more in the hospitality industry today: "Guests want speed, hotels want efficiency." Digitalization is no longer just about giving a hotel a modern image; it's about survival in an era where finding quality receptionists is difficult and personnel costs are constantly rising.

At Asseco Solutions, we know that transitioning to a self-service model is not about losing personal contact and hospitality. It’s about eliminating routine. It transforms the hotel into a place where staff focuses on service rather than paperwork, and where guests enjoy their stay from the first minute instead of standing in line at reception. If you are interested in the broader context of how technology is changing this industry, we also recommend our previous article: From Routine to Experience: How Modern Automation is Changing the World of Hospitality.

Today, however, let’s look at a concrete manual on how to digitalize a hotel in practice.

Not All Self-Service Is Created Equal

Many hoteliers fear that self-service means "firing the receptionist." In reality, the reception in a digital hotel takes 3 forms:

• Traditional: With a personal approach.
• Semi-automated: The reception operates, but online check-in frees up the staff's hands.
• Reception-less: Guests serve themselves entirely. However, this doesn't mean zero costs. Someone is always available either via phone (hotline) or specific hotel employees are on hand to provide advice.

Based on our experience, with a fully online model, you can reduce personnel costs in a medium-sized hotel from 100% to approximately 8 – 12%. And that is a difference you will feel immediately. Furthermore, positive reviews from visitors of self-service hotels confirm that there is no need to fear digitalization.

Self-service hotel and night reception without the need for staff

Automation in 8 Phases: The Guest Journey from Reservation to Checkout

For your hotel to function flawlessly even without a physical reception, it is crucial to master these key phases:

Phases 0 and 1: Reservation and First Contact

It all starts with clear information on the booking portal or website: “We are a self-service hotel.” Or “We are a self-service hotel, this is how it works here…” This avoids surprising guests. It is key to collect contact details (email, phone, nationality). Always send information and codes through at least two channels (email + SMS). SMS is an essential backup in self-service – we must be certain that the guest can access their room.

Phase 2: Instructions (The Alpha and Omega of Success)

Instructions must be very simple, let's say "foolproof." If they are clear, you will have significantly fewer phone calls. Guests want to relax, not solve puzzles. An ideal combination is:

• Step-by-step description.
• PDF with photos.
• Video manual for those who prefer not to read.
• Physical instructions posted at the entrance or kiosk.

PRO TIP: Have a HOT LINE with a real person on the phone. If a guest gets confused and you help them immediately, the initial stress can turn into the best possible review.

Phases 3 and 4: Digital Check-in and Payment

Up to 3/4 of guests today check in online. Registration cards, signatures, and ID scans via mobile are standard. And what about payment in a self-service hotel? We strongly advise against post-stay billing. You would risk guests leaving without paying, especially in the low-cost segment. Pre-payment or payment during online check-in is ideal. For the low-cost segment, we also recommend a deposit – if a guest damages something, you have coverage that would be difficult to obtain after their departure.

Phase 5: Key Delivery

You have several options for letting the guest in:

• PIN Codes: Best for guests (for longer stays, they often don't even need their phone as they remember their code).
• IoT Keys: A button in the mobile browser (no app download required).
• Lockers/Kiosk: As a backup for those who prefer physical cards.

Interesting finding from practice: At a certain winery hotel, they found that guests were unable to type in a PIN after a few glasses of wine. They added an IoT button to the mobile interface, and today 60% of guests unlock via this button, while only 40% use the PIN. In "regular" hotels, it is usually the other way around. 😊

Phase 6: Can We Also Handle Upselling?

Absolutely! Once your processes are tuned, you can start earning from upselling.

• Breakfast, parking, room upgrades, pets.
• Wellness: Connect the sauna to the locking system. Only those who have paid for the service receive the entry code. It’s simple and convenient.

Phases 7 and 8: Communication and Checkout

Guests need instant answers. Use chatbots or QR codes with a complete "A-Z directory" of hotel information. During digital checkout, the guest simply confirms their departure, and the Asseco HOREC system immediately changes the room status to "to be cleaned." If you also use our HouseKeeping app, you will be informed immediately that the room is ready for cleaning. This way, you get a room that you can offer for early check-in and earn even more through upselling.

What Not to Forget When Considering a Transition to a Self-Service Hotel?

Transitioning to self-service is a project. It requires time for analysis, implementation, and fine-tuning details. From experience, we know this takes about one to two months. It is important to verify the compatibility of the locking system with your hotel software.

Final Tips:

• Have open Wi-Fi at the entrance (so guests can check their email for the code).
• Chargers in the lobby and a master entry code for the building are lifesavers for dead phone batteries.
• Use systems that don't force guests to download anything or log in anywhere.

At Asseco Solutions, we have experts available to help you connect our Asseco HOREC hotel system with modern solutions. We know how to set up processes to save costs while increasing guest satisfaction.

Are you considering implementing a self-service model in your hotel or guesthouse? Contact us at info@assecosol.com – we'll be happy to advise you and design a tailored solution, from small guesthouses to large hotels operating without a reception desk.