70% of Travelers Would Skip the Front Desk, Mews Survey Reveals: The Rise of Self-Check-In Hotels
Gen Z leads the charge with 82% preferring apps and kiosks, while U.S. hotels embrace technology to meet evolving guest expectations
The traditional hotel front desk is no longer a must-stop for modern guests, as revealed by new Mews-commissioned research. Seventy percent of American travelers are likely to check themselves into a hotel using an app or a self-service kiosk instead of a traditional front desk. This preference skyrockets to 82% among Gen Z travelers, signaling a fundamental shift in how guests want to interact with hotels.
Self-service isn’t just about speed – it’s a key driver of guest satisfaction and loyalty. In a survey of 2,000 U.S. travelers, frustrations with traditional hotel operations remain clear: 82% of current hotel loyalty members report pain points with existing systems, including lengthy check-in processes, limited flexibility, and outdated service models that fail to meet modern expectations.
“I founded Mews to transform the traditional hotel experience by eliminating the reception desk to allow staff to engage more personally with guests,” said Richard Valtr, Founder of Mews. “Since bringing Mews Kiosks to hotels in the U.S., 30% of guests check-in via the Kiosk, cutting check-in time by a third and freeing up staff to really welcome their guests and provide remarkable experiences throughout their stay, not to mention the fact that Kiosks drive 25% higher upsells in our hotels today. Waiting in the lobby queue is simply not a hospitable experience for today’s travelers, it’s another example where if the technology works, guests value convenience over tradition.”
U.S Hotels Surpass Global Benchmarks in Digital Adoption
Mews’ own data shows that U.S. properties are leading the way in self-service:
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In the U.S., 30% of all reservations among Kiosk-enabled hotels are checked in through Mews Kiosk, versus a global benchmark of 20%
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10.5% of total U.S. reservations use the Mews Guest Portal for check-in (compared to the global average of 8.6%), marking a 20% higher preference for online check-in among U.S. guests.
Hotels are also seeing measurable benefits. Guests checking in via kiosk are three times more likely to purchase an upsell, generating nearly 70% more upsell revenue per check-in compared to those using the front desk.
Other insights from the survey include:
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- Nearly 80% of guests most likely to return to a hotel cite personalized amenities as the reason, with the sentiment strongest among Gen Z travelers (89%).
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- 93% of travelers are willing to share personal data in order to improve their experiences with hotels, including details on preferred check-in/out times (60%), gender preferences (49%), food and beverage choices (48%), age (47%) and desired amenities and activities (46%).
“At Generator, we’re always looking for ways to enhance the guest experience, from our smart, design-led spaces to the technology that powers the guest journey,” said Annajane Guzel, Global Director of Brand Marketing at Generator. “Our self-check-in kiosks at Generator Miami have become an essential part of how we create a seamless experience for our guests who value efficiency. By leveraging this smart technology, we’re not only streamlining operations but elevating the guest experience in a way that feels intuitive, flexible, and reflective of how our guests travel. 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 added, “The message from travelers is clear: frictionless convenience is 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 embracing this evolution will earn the loyalty of tomorrow’s most valuable guests.”
The data from both travelers and hotels is clear: the front desk era is giving way to a digital-first guest journey, where flexibility, personalization, and operational excellence will shine.
Survey methodology
This random double-opt-in survey of 2,000 Americans aged 18+ who have traveled in the last 12 months, domestic or international, was commissioned by Mews Systems, Inc. between Apr. 25 and May 2, 2025. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).
