70% of Travelers Prefer Skipping the Front Desk, New Survey Finds

The traditional hotel front desk may soon be a relic of the past, as a new survey commissioned by Mews, a leader in hospitality technology, reveals that 70% of American travelers prefer using apps or self-service kiosks to check in, bypassing the conventional reception process. Among Gen Z travelers, that preference jumps to 82%, marking a clear shift toward digital-first guest experiences.

The survey, conducted among 2,000 U.S. travelers, highlights growing frustration with outdated systems and long wait times. Even 82% of hotel loyalty program members expressed dissatisfaction with current check-in models, citing a lack of flexibility and responsiveness to modern needs.

The Rise of Self-Service: Fast, Flexible, and Profitable

Mews reports that in Kiosk-enabled U.S. properties, 30% of all reservations are now checked in via Mews Kiosks, compared to a 20% global average. Additionally, 10.5% of guests use the Mews Guest Portal to check in online—20% higher than the global benchmark.

Beyond improving guest satisfaction, self-check-in systems are also driving revenue growth:

• Guests using kiosks are three times more likely to purchase upsells.

• These check-ins generate 70% more upsell revenue per guest than those handled at traditional front desks.

Personalization Is Key to Loyalty

The survey also underscores how personalized experiences are now central to guest satisfaction:

• Nearly 80% of travelers most likely to return to a hotel cite personalized amenities as a primary reason.

• This sentiment is strongest among Gen Z, with 89% valuing tailored offerings.

• A striking 93% of travelers are willing to share personal data—such as preferred check-in times, food choices, and desired activities—in exchange for improved service.

“This isn’t about eliminating human interaction,” Valtr noted. “It’s about empowering staff to deliver meaningful experiences while giving guests autonomy and efficiency.”

As technology reshapes hospitality, the message from both guests and hoteliers is clear: convenience, personalization, and operational efficiency define the new gold standard. The hotel front desk, once the epicenter of guest service, is now evolving into a more streamlined, tech-empowered model, aligning with modern expectations and the needs of tomorrow’s traveler.