Just a month ago I wrote here about my reservations concerning the use of mobile phones as hotel room key. A hotel I will be staying at in the near future yesterday started sending me multiple (unasked) SMS’s to download their hotel app to ‘make my stay smarter’. Sure, I will trust download links in unrequested SMS! Today as I’ve ignored their messages I received an e-mail imploring me to do the same.
The app they ask me to use is called Aeroguest, and their pitch to me is about easier check-in/out, using chat to contact staff, and using my phone as door key. The first two I’d rather do in person, and the last one is not a good idea as explained in the above link.
Why such an app might be seen as attractive to the hotel, becomes clear if you look at the specifications of the app. A clear benefit is direct repeat bookings, saving the expensive middle men that booking sites are. In my case I almost always book through the hotel’s website directly. And if I enjoyed my stay I usually book the same hotel in a city for my next visit. I do use booking sites to find hotels. In this case I’ve stayed in this hotel several times before.
The stated benefits for the guest (key, chat, check-in/out, choosing your room) are a small part of the listed benefits for hotels in using the app, such as up-selling you packages before and during your stay. An ominous one, when seen from the guest’s perspective, is ‘third party services’ access presumably meaning potential access to your booking / stay history and maybe even payment / settlement information, requested preferences etc. Another, more alarming one, is “advanced indoor mapping” which I take means tracking of guests through the hotel which can yield information on time spent in hotel facilities, time spent in the room, how often / when the key was used, and by matching it with other guests, whom you might be meeting with that is also staying in the hotel. In Newspeak on the apps website in the data and analytics section this is described as “With transparency, you can proactively accommodate your guests’ needs.” Note that the guest is the one who is being made transparant. That is quite a price in exchange for being able to choose your specific room when checking in with the app.
I’ve replied to the hotel my reasons for not wishing to use the app (linking to my previous blogpost), and told them I look forward to checking in at reception in person when I arrive. When I arrive I am curious to hear more about their usage of the app. For now “making my stay smart” reads like the “smart cities” visions of old, it may be smart, but not for the individuals involved, merely for the service provider.