Online Check-in for Booking.com
Online Check-in for Booking.com
Online Check-in for Booking.com
Overview
The initiative to implement an online check-in system at Booking.com aimed to streamline the check-in process for guests while reducing operational burdens for hotels and apartment partners. Launched in H2 2018 as part of the Booking.com Accommodations New Product Development (NPD) track, the project sought to address the frustrations of guests waiting at front desks and to optimize operational efficiencies for property partners.
My contribution
Product strategy
User research
Product design
The team
1 × product manager
2 × product designers
7 × engineers
1 × researcher
3 × marketers
Overview
The initiative to implement an online check-in system at Booking.com aimed to streamline the check-in process for guests while reducing operational burdens for hotels and apartment partners. Launched in H2 2018 as part of the Booking.com Accommodations New Product Development (NPD) track, the project sought to address the frustrations of guests waiting at front desks and to optimize operational efficiencies for property partners.
My contribution
Product strategy
User research
Product design
The team
1 × product manager
2 × product designers
7 × engineers
1 × researcher
3 × marketers
Overview
The initiative to implement an online check-in system at Booking.com aimed to streamline the check-in process for guests while reducing operational burdens for hotels and apartment partners. Launched in H2 2018 as part of the Booking.com Accommodations New Product Development (NPD) track, the project sought to address the frustrations of guests waiting at front desks and to optimize operational efficiencies for property partners.
My contribution
Product strategy
User research
Product design
The team
1 × product manager
2 × product designers
7 × engineers
1 × researcher
3 × marketers
Process
Identifying the Problem
For Guests: Waiting times at hotel front desks were particularly frustrating for frequent travelers, families, and groups.
For Properties: The need to verify guest details, log them into the Property Management System (PMS), and assign rooms created a significant operational workload, requiring 24/7 staffing.
Pilot Launch and Optimization
Partnered with Online Check-in Providers who had integrated their solutions with some Booking.com property partners.
Launched an MVP (Minimum Viable Product) and optimized the check-in flow, achieving a conversion rate of up to 73%, exceeding our industry average target.
User Research and Feedback Loop
Conducted remote user interviews and gathered data from both guests and property managers.
Identified three primary target user segments:
Solo Business Travelers: Short on time, looking to save every possible minute.
Couples: Preferring to quickly drop their bags and explore the city.
Families & Groups: Experiencing the worst waiting times at check-in.
Addressing User Concerns
Noticed a significant drop-off on the passport information page due to guests' lack of understanding of the data's necessity.
Improved communication around the need for passport information to alleviate concerns.
Cross-Platform Expansion
Initially launched the online check-in as a web-only feature for faster experimentation.
Later scaled the experience to iOS and Android platforms to enhance accessibility.
Room Access Solutions
Developed "Check-in passes" for room access, which could either be a digital key or instructions to pick up a physical key, depending on the property type.
Process
Identifying the Problem
For Guests: Waiting times at hotel front desks were particularly frustrating for frequent travelers, families, and groups.
For Properties: The need to verify guest details, log them into the Property Management System (PMS), and assign rooms created a significant operational workload, requiring 24/7 staffing.
Pilot Launch and Optimization
Partnered with Online Check-in Providers who had integrated their solutions with some Booking.com property partners.
Launched an MVP (Minimum Viable Product) and optimized the check-in flow, achieving a conversion rate of up to 73%, exceeding our industry average target.
User Research and Feedback Loop
Conducted remote user interviews and gathered data from both guests and property managers.
Identified three primary target user segments:
Solo Business Travelers: Short on time, looking to save every possible minute.
Couples: Preferring to quickly drop their bags and explore the city.
Families & Groups: Experiencing the worst waiting times at check-in.
Addressing User Concerns
Noticed a significant drop-off on the passport information page due to guests' lack of understanding of the data's necessity.
Improved communication around the need for passport information to alleviate concerns.
Cross-Platform Expansion
Initially launched the online check-in as a web-only feature for faster experimentation.
Later scaled the experience to iOS and Android platforms to enhance accessibility.
Room Access Solutions
Developed "Check-in passes" for room access, which could either be a digital key or instructions to pick up a physical key, depending on the property type.
Process
Identifying the Problem
For Guests: Waiting times at hotel front desks were particularly frustrating for frequent travelers, families, and groups.
For Properties: The need to verify guest details, log them into the Property Management System (PMS), and assign rooms created a significant operational workload, requiring 24/7 staffing.
Pilot Launch and Optimization
Partnered with Online Check-in Providers who had integrated their solutions with some Booking.com property partners.
Launched an MVP (Minimum Viable Product) and optimized the check-in flow, achieving a conversion rate of up to 73%, exceeding our industry average target.
User Research and Feedback Loop
Conducted remote user interviews and gathered data from both guests and property managers.
Identified three primary target user segments:
Solo Business Travelers: Short on time, looking to save every possible minute.
Couples: Preferring to quickly drop their bags and explore the city.
Families & Groups: Experiencing the worst waiting times at check-in.
Addressing User Concerns
Noticed a significant drop-off on the passport information page due to guests' lack of understanding of the data's necessity.
Improved communication around the need for passport information to alleviate concerns.
Cross-Platform Expansion
Initially launched the online check-in as a web-only feature for faster experimentation.
Later scaled the experience to iOS and Android platforms to enhance accessibility.
Room Access Solutions
Developed "Check-in passes" for room access, which could either be a digital key or instructions to pick up a physical key, depending on the property type.
Outcome
Enhanced Guest Experience
Significantly reduced or eliminated waiting times at the front desk, particularly benefiting solo travelers, couples, and families/groups.
Provided a seamless check-in experience, allowing guests to proceed directly to their rooms upon arrival.
Operational Efficiency for Properties
Reduced the operational workload associated with check-in processes, leading to potential staff reductions at receptions.
Enabled properties to process guest information in advance, enhancing overall efficiency.
High Conversion Rates
Achieved a 178% conversion rate increase from when we started, surpassing the industry average.
Demonstrated the feasibility and desirability of the online check-in solution, securing leadership support for global scaling.
Broader Impact and Future Directions
Clarified the value of online check-in for both Booking.com partners and guests, leading to further investment in the initiative.
Planned ongoing improvements and feature enhancements based on user feedback and technological advancements.
Outcome
Enhanced Guest Experience
Significantly reduced or eliminated waiting times at the front desk, particularly benefiting solo travelers, couples, and families/groups.
Provided a seamless check-in experience, allowing guests to proceed directly to their rooms upon arrival.
Operational Efficiency for Properties
Reduced the operational workload associated with check-in processes, leading to potential staff reductions at receptions.
Enabled properties to process guest information in advance, enhancing overall efficiency.
High Conversion Rates
Achieved a 178% conversion rate increase from when we started, surpassing the industry average.
Demonstrated the feasibility and desirability of the online check-in solution, securing leadership support for global scaling.
Broader Impact and Future Directions
Clarified the value of online check-in for both Booking.com partners and guests, leading to further investment in the initiative.
Planned ongoing improvements and feature enhancements based on user feedback and technological advancements.
Outcome
Enhanced Guest Experience
Significantly reduced or eliminated waiting times at the front desk, particularly benefiting solo travelers, couples, and families/groups.
Provided a seamless check-in experience, allowing guests to proceed directly to their rooms upon arrival.
Operational Efficiency for Properties
Reduced the operational workload associated with check-in processes, leading to potential staff reductions at receptions.
Enabled properties to process guest information in advance, enhancing overall efficiency.
High Conversion Rates
Achieved a 178% conversion rate increase from when we started, surpassing the industry average.
Demonstrated the feasibility and desirability of the online check-in solution, securing leadership support for global scaling.
Broader Impact and Future Directions
Clarified the value of online check-in for both Booking.com partners and guests, leading to further investment in the initiative.
Planned ongoing improvements and feature enhancements based on user feedback and technological advancements.