[New York, New York – June 11, 2025] – The traditional hotel front desk is no longer a must-stop for modern guests, as revealed by new Mews-commissioned research. 70% of American travelers will check in to a hotel via an app, or self-service kiosks instead of the traditional front desk. Gen Z travelers have a much higher preference for self-check in using an app or a self-service kiosk.
Self-service isn’t just about speed – it’s a key driver of guest satisfaction and loyalty. A survey of 2,000 U.S. travellers revealed that 82% of hotel loyalty members are frustrated with the traditional hotel operation. These include lengthy check-in procedures, limited flexibility and outdated service models which fail to meet modern standards.
Richard Valtr founded Mews with the goal of transforming the traditional hotel experience. By eliminating the reception desk, staff can engage guests more personally. “Since we introduced Mews Kiosks in hotels in the U.S. 30 percent of guests check in using the Kiosk. Check-in time is reduced by a quarter, and staff are freed up to provide remarkable experiences during their stay. The lobby queue is not an experience that today’s travellers enjoy. If the technology works well, they will value convenience above tradition.
U.S. Hotels Surpass Global Benchmarks for Digital Adoption
Mews data shows that U.S. hotels are the leaders in self-service.
- Mews Kiosk has been used by 30% of hotels in the U.S. to check-in for all their reservations, compared to a benchmark global of 20%
- Mews Guest Portal was used for 10.5% (as opposed to 8.6% in the global average) of the total U.S. reservation. This represents a 20 percent preference among U.S. customers for online check-in.
Hoteliers are also able to see tangible benefits. Checking in through a kiosk increases the likelihood of a guest purchasing an upgrade by three times.
The survey also revealed:
- Gen Z travelers (89%) are most likely than other guests to say that personalized amenities is the main reason they will return to a particular hotel.
- 90% of travelers are willing and able to share their personal data with hotels in order to improve the experience they have at the hotel. These details include preferred check-in/out hours (60%), gender preference (49%), food choices and beverages (48%), age (47%), desired amenities and activities (46%).
Annajane Guzel said, “At Generator, our goal is to always improve the guest’s experience. This includes everything from the design of our spaces to the technologies that power the journey of the guests.” “Our self check-in kiosks have been a key part of creating a seamless experience at Generator Miami for guests who value efficiency. This smart technology allows us to not only streamline operations, but also elevate the guest’s experience. The result is a seamless, intuitive and flexible travel experience that reflects our guests’ preferences. Our self-check-in kiosks give guests the autonomy to arrive on their own terms, skip the desk, and dive straight into the true Generator experience – whether that’s exploring like a local or relaxing by the pool with a cocktail in hand.”
Valtr continued, “The message is clear from travelers: frictionless convenience has become the new standard. This isn’t about eliminating human interaction – it’s about empowering both guests and staff to create more meaningful touchpoints and experiences. “Hotels that embrace this change will gain the loyalty and trust of tomorrow’s valuable guests.”
Data from travelers and hoteliers is clear. The front desk era will give way to an era of digital-first guests, where flexibility and personalization are key.
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Survey Methodology
Mews Systems, Inc. commissioned this random, double-opt-in, survey between April and May 2025. It was conducted with 2,000 Americans, aged 18+, who had traveled domestically or internationally in the past 12 months. Between April 25 and May 2, 2020. It was conducted in partnership with Talker Research. Talker Research’s team is a member of the Market Research Society and has corporate memberships to the American Association for Public Opinion Research AAPOR and the European Society for Opinion and Marketing Research ESOMAR.
About Mews
Mews It is the platform of choice for the new hospitality era. Mews Hospitality Cloud, which powers 12,500 customers in more than 85 different countries, is designed to streamline hotel operations, improve the guest experience, and increase profitability. Customers include BWH Hotels, Strawberry, The Social Hub and Airelles Collection. Hotel Tech Report named Mews Best PMS (2020, 2025), and among the Best Places To Work in Hotel Tech (2020, 2022) as well as one of the Best Places to work in Hotel Tech (2020, 2024, 2020, 2025). Mews raised $410m from investors such as Goldman Sachs Alternatives Kinnevik, Tiger Global Management and Tiger Global Management.
