Self-service technology continues to evolve and play a larger role in everyday life. Consumers routinely purchase airline tickets, buy groceries and scan bar codes using self-service technology. Guests also increasingly use self-service kiosks to check into hotel rooms around the world.

There's little doubt that consumers are comfortable with the technology. In fact, a recent survey conducted by Self-Service World revealed that less than 1 percent of respondents scored themselves 'low' regarding comfort level with self-service options. And the self-service trend is predicted to continue.

So, if you have not yet incorporated self-service check-in into your hotel, you probably should. Otherwise, you risk losing valuable opportunities to promote your image, establish your brand and enhance guest service. If you already have implemented kiosk technology, you will want to rethink how you are using it. You may have overlooked some of the ways you can maximize its value.

Benefits of kiosk check-in technology

Although mega-casino-resort properties and convention hotels - both of which process large numbers of guests in short periods of time - realize the greatest benefit using self-service kiosks, there are significant advantages for hotels of all sizes.

First and foremost, self-service kiosks expedite guest service by shortening lines at the front desk and ...